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(Continued)

And to close the news this week, recent findings by DoubleClick point to e-mail marketing performing fairly steadily into the first quarter of 2004, with click-through rates (CTR) and open rates declining slightly, but delivery rates up 1.5% from one year ago.

Click-through rates (CTR) generally stayed about the same or declined over the year, except for financial services e-mails. That sector recorded a CTR of 11.8%, compared to 7.8% in Q1 2003. Financial services also recorded the highest CTR, with consumer publishers and consumer services a couple of percentage points behind.

Consumer products CTR declined the most, dropping from 14% to 8.5%. Overall, CTRs were down by 5.6%, sitting at 8.4% for Q1 2004, compared to 8.9% one year earlier.

Revenue per e-mail was only down slightly, from $0.26 to $0.23 quarter-to-quarter, and down $0.05 since one year ago. That figure is within the general range of recent quarters, though close to the two-year low of $0.21 in Q3 2002.

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