E-Mail: Consumers Click Less, Convert More

E-Mail: Consumers Click Less, Convert More: "E-Mail: Consumers Click Less, Convert More
� � � ClickZ News
By Rob McGann | December 21, 2004

Both overall conversion rates and orders generated per e-mails delivered improved for e-mail marketers this year over 2003. There was a slight decline in open and click-through rates, according to DoubleClick's latest e-mail trend report.
'The top-line summary is we're seeing the continued evolution of e-mail, with improvement in deliverability across the board, based on better list hygiene practices,' said Kevin Mabley, DoubleClick's senior director of strategic services. 'It's a sign of how clean and well-kept customer lists are.' "