DoubleClick report finds email open rates stabilising

LONDON - Email open rates have stabilised at 30%, marking an overall upswing in email marketing performance over the final quarter of 2005, according to the latest email trend report from DoubleClick.

In the report's most significant findings, email open rates have finally stabilised at 29.8%, up 0.03% from the July to August period, indicating that the impact of image blocking has finally reached its base level.

The results also found email non-bounce rates were up to 93.8% and that click-through rates, the amount of emails that are actually opened by recipients, had increased by 9.3%.

DoubleClick suggests the two statistics are attributable to improved communication between retailers and consumers over the Christmas period.

DoubleClick also found that spam complaint rates have fallen to their lowest level of 0.36%, which the company suggests marks an improvement in unsolicited emails.

John Nugent, managing director of DoubleClick Email Solutions, said: "Seeing open rates finally stabilise is great news for us and the email marketing industry as a whole.

"Hopefully this will encourage people to cease focusing on open rate in a negative way and instead embrace permission email marketing as one of the best ways to get your brand into your customer's inbox."

The report, which covers the period between October and December 2005, was collated from more than 1.2bn emails sent using DoubleClick's DARTmail platform in Europe, the Middle East and Africa.

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