Report shows growth of email marketing
Email marketing shows massive improvement in annual survey
A study by the Direct Marketing Association (DMA) has showed that there has been a significant growth in consumers’ interest in email marketing.
The study, carried out in conjunction with fast.MAP and Alchemy Worx, found that levels of consumers reporting that 50 per cent or more of the marketing emails they receive were of interest to them increased over the past 12 months. The increase was from just one in ten (nine per cent) in 2010, to one in three (30 per cent) in 2011.
Improved data segmentation and more focused marketing content are rumoured to be behind the boost in impact of email marketing, news which will please the many companies who use the technique as part of their managed emarketing strategy.
Also revealed in the survey was that just one in four (24 per cent) consumers felt less than ten per cent of these emails they receive were of interest or relevance to them. This is in comparison with two-thirds (64 per cent) in 2010.
More consumers than ever are now signing up to receive such emails, with 50 per cent reporting they now receive 20 or more emails a week from their most trusted brands.
Chris Combemale, executive director of the DMA, said: “Brands are constantly learning how best to build trust with their customers, which is vital for successful email marketing.
“The massive rise over the past year in the number of emails that consumers report as being of relevance to them is a direct consequence of improved targeting and segmentation techniques, as well as a greater understanding of the kinds of content that are appealing. This will be a great boon for business.”
The survey takes place every year looks at 1,800 consumers in the UK to monitor their opinions on email marketing in an attempt to highlight trends in the sector.