DMA UK: ESPs Working With ISPs to Tackle Deliverability Issues

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With the increasing concern that solicited e-mails are being blocked accidentally by ISPs, 41 percent of e-mail service providers in the United Kingdom are tracking not only e-mail that has been received, but also e-mail that has made it past "bulk" folders into an inbox.


This finding was contained in the Direct Marketing Association (UK) Ltd's E-Mail Marketing Council's National E-mail Benchmarking Report. Initial findings were released yesterday.


The survey is conducted quarterly by independent benchmarking firm tank! to assess industry trends and highlight areas for development and improvement in e-mail marketing. The survey was completed by ESPs and examined metrics in the UK's e-mail marketing industry.


Other findings:


· 68 percent of acquisition e-mail messages are sent on a weekly basis.


· 50 percent of retention e-mails are sent monthly.


· The most popular types of e-mails sent are product promotion and newsletter formats, accounting for 73 percent of all e-mails.


· 58 percent of all e-mail providers' clients conduct e-mail marketing to businesses and consumers. However, in terms of volume of e-mails sent, there is a heavy emphasis on business-to-consumer marketing.


· The largest industry sectors served by ESPs are BTC travel and leisure (26 percent) and BTC retail (14.8 percent).


· Though all clients can measure ROI, less than 40 percent of respondents said their clients tracked conversions.


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