E-mail Overtakes Direct Mail - 05-Oct-07
For the first time, email marketing has overtaken direct mail in terms of volume, according to the latest National Email Benchmarking report produced by the Direct Marketing Association’s (DMA) Email Marketing Council.
The report, containing data from leading UK Email Service Providers (ESPs) for the last quarter of 2006, reveals that year on year volumes have increased by 52%. While direct mail expenditure continues to rise, volumes have decreased over the past year, reflecting improved targeting and a heightened use of multi-channel integrated campaigns. This increase underlines email marketing’s continued effectiveness due its ability to react swiftly to market opportunities and its short production cycle.
According to the report, 100% of respondents believe that volumes are set to carry on growing on average by about one third. Respondents believe that the success of email marketing campaigns is down to the targeting (42%), the offer (33%) and the creative (25%). The survey also reveals that email deliverability continues to improve with hard bounce rates standing at 2%, down from 6% in Quarter One.
Source: www.nfptechno.org.uk
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