Direct Email Opened Less but More Efficient



The NYT reports on a new study by DoubleClick that suggests that commercial email recipients are becoming more selective.

…statistics in August showing that consumers were opening direct-marketing e-mail messages less often than last year, but were more likely to end up buying products if they clicked on the links in such messages. (The data, gathered from several billion messages, compared the second quarter of 2005 with the same period in 2004.)

Anyone know the net effect? Did the increased conversion rate balance out the decreased open-rate?