Marketing E-Mails Are on Upswing in Britain

Share this content:
The number of marketing e-mails sent in the United Kingdom in the third quarter of 2004 increased 29 percent over the second quarter, according to the Direct Marketing Association (UK) Ltd.'s E-Mail Marketing Council's National E-mail Benchmarking Report.

The findings were released July 21. The survey is conducted quarterly by independent benchmarking firm tank! to let the council analyze industry trends and highlight areas for development and improvement in e-mail marketing.

The greatest improvement in overall response rates was in business-to-consumer retention, the report said, potentially due to better segmentation and targeting.

The report also found that 100 percent of the DMA UK member respondents claimed spam was hurting e-mail marketing, and 15 percent reported having an occurrence of Internet crime in the quarter.

Though feedback from the survey suggests that deliverability has generally remained static, there were improvements in soft bounce rates (decreasing from 4.32 percent to 1.77 percent) and ISP filtering (reducing from 5.27 percent to 1.43 percent).

These improvements could be linked to better ISP relations, better list hygiene and better targeting.

Comparing quarters two and three, the council said, companies still don't track conversion rates, an area that needs to be addressed in order to understand the true return on investment provided by e-mail marketing. The council will address the issue in the coming months.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above