Just an Online Minute... Stabilization?
So that’s what they mean by stabilization!
Semantics aside, DC’s Q3 data revealed that open rates remained consistent quarter-over- quarter at 37.3% (from 37.6% in Q2), while click-though rates increased to 8.5% in Q3 from 7.5% in Q2. Bounce back rates declined from their historic high of 13.6% in Q2 to 13.3% in Q3. The high bounce back rates probably reflect full in-boxes, new size limits for inboxes as well as address changes.
Business products and services continued to have the highest open rates (47.4%), followed by travel (42.5%) and consumer products (41.9%). However, business products and services had the highest bounce back rates in Q3 at 16.5%, although this has declined from 19% in Q2. Retailer and catalog bounce back rates decreased significantly from Q2 dropping from 14.6% to 11.9%.
Not surprisingly, HTML continues to prove more effective than text – at least in DoubleClick’s experience, HTML also outperformed text email, generating an 11.3% click- through rate, versus 6% for text emails.
And if inbox clutter is something you’re worried about (and everyone should be), DoubleClick says that Tuesday remains the most popular mailing day, with almost 24% of all email is mailed on a Tuesday (consistent with Q2), ranging from 18.6% of emails in the consumer products category to 42.2% in the travel category. Wednesday, the second most popular day overall, and is the most popular day for retailers and catalogers (29.3% of volume). Thursday is the most popular for the consumer product and services category (30.2%).