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--- EMEA Open Rates and Click-Through Rates Outperform US---
-- First year on year look at EMEA Email Data --
London, September 24, 2004 -- DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing tools for advertisers, direct marketers and web publishers, today released its Q2 2004 EMEA Email Trend Report, which shows steady email performance, with slight declines in delivery rates and open rates versus Q2 2003.
Delivery rates in EMEA decreased slightly to 89.5%, a drop of 0.6 percentage points which is equivalent to 0.7%, from Q2 2003 (90.1%). Q2 2004 open rates (EMEA average of 40%) remained relatively stable declining only 0.2 percentage points or 0.5% from Q2 2003 (40.2%). However, click-through rates rose versus Q2 2003 from 9.2% to 9.7%, an increase of 0.5 percentage points or 5.4%.
EMEA Versus the US
This quarter saw EMEA open rates decline by 6.8% from 42.9% in Q1 2004 to 40% in Q2 2004. However, EMEA marketers are still enjoying higher open rates than their US counterparts (35.1%).
Consumers on both sides of the Atlantic interacted less with emails received this quarter. In particular, EMEA click-through rates decreased by 7.6% from 10.5% in Q1 2004 to 9.7% in Q2 2004. Nevertheless, the EMEA figure remains ahead of the US (7.4%).
EMEA delivery rates increased again this quarter from 88.5% in Q1 2004 to 89.5% in Q2 2004, an increase of 8.7%. This figure is on par with US delivery rates (89.5%).
Performance by Country
Open rates, which declined in all EMEA regions, decreased most in France, which dropped from 58.2% in Q1 2004 to 48.6% in Q2 2004. The French though are still seeing the highest open rates (48.6%) followed by the “Rest of EMEA” at 42.7%. Meanwhile, for the first time, Germany and the UK are seeing open rates less than the EMEA average (40%), at 37.1% and 36.2% respectively. However, year-on-year, open-rates are relatively steady with only a 0.5% decline (or 0.2 percentage points from 40.2% to 40%).
Average click-through rates in Q2 2004 were 9.7%, an increase of 0.5 percentage points or 5.4% versus Q2 2003 (9.2%), despite dipping this quarter in most EMEA regions – Germany (from 8.4% in Q1 2004 to 7.9% in Q2 2004), France (13.5% Vs 12.4%), “Rest of EMEA” (16.7% Vs 13.3%). The only country to see an increase this quarter was the UK, jumping from 6.3% in Q1 2004 to 6.9% in Q2 2004. Although average EMEA click-through rates have dipped this quarter, overall, the trend data has remained fairly stable suggesting that customers on file have built a relationship with the medium and mail files represent core, stable customers.
Delivery rates, which improved in most EMEA regions, declined only in the UK, which decreased from 86% in Q1 2004 to 85.2% in Q2 2004. Meanwhile, France has overtaken Germany this quarter with 92.3% of all emails reaching the in-box as against 92%, followed by the Rest of EMEA at 88.3%. Even though year-on-year delivery rates have decreased by 0.7% (or 0.6 percentage points from 90.1% to 89.5%), the fact the email deliverability has improved for the third quarter running suggests cleaner lists and improved address hygiene.
This quarter sees an increase in both Multi-Part (13.8% in Q1 2004 Vs 17.0% in Q2 2004) and AOL (9.4% Vs 10.3%) message formats. However, HTML emails dropped slightly to 53.4% from 53.7% in Q1 2004, as did Text from 23.1% to 19.3% in Q2 2004.
In line with the US, EMEA formatted content continues to drive higher click-through rates, with HTML and Multi-Part performing the best at 12.8% and 10.6% respectively, followed by AOL at 7.5% and Text at 5.2%
“With one year of data now available, we are increasingly able to assess the impact of environmental factors on individual email marketing performance,” said John Nugent, Director of Strategic Services EMEA, DoubleClick. “Marketers that find themselves above or below the trend should identify the customer segments that are driving their results and optimise their tactics accordingly.”
The DoubleClick Q2 2004 EMEA Email Trend Report contains aggregate data from DoubleClick's DARTmail email delivery technology. The Q2 data is based on billions of emails from hundreds of global clients. Results are presented US vs. EMEA and further broken down by country (UK, France, Germany and Rest of EMEA).
EMEA (Europe, Middle East, and Africa) and US performance metrics report averages across all companies in a category – an unweighted average, irrespective of mail volumes by a particular company. This is done to provide a measure of average company performance, removing the effect that large mailers can have on category averages.
Countries participating include: Austria, Belgium, France, Denmark, Germany, Ireland, Israel, Italy, Netherlands, Portugal, South Africa, Spain, Sweden, Switzerland, UK.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyse their marketing programs. DoubleClick’s marketing solutions -- online advertising, search engine marketing, email marketing, database marketing, and marketing resource management -- help clients yield the highest return on their marketing dollar. In addition, the company’s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
Published on: 12:00AM on 24th September 2004