E-Mail Volume Set to Level With Direct Mail in Britain: DMA

Share this content:

E-mail acquisition click-through rates have risen from 6 to 8 percent in the first quarter of 2006, according to the Direct Marketing Association UK Ltd.'s E-Mail Marketing Council's National E-Mail Benchmarking Survey.

The survey, which was released Oct. 5 by the London-based DM lobby, also reinforces predictions that e-mail is set to level with direct mail in terms of volume.

Overall, the first quarter of 2006 has shown a 30 percent year-over-year increase in average mailing volumes, and volumes in the first quarter of 2006 have risen by 13 percent over the last quarter of 2005.

Despite increasing volumes, however, response rates such as click-though rates are remaining static and retention figures still stand at approximately 10 percent.

The survey also offers some insight into the structure of the e-mail service provider vendor marketplace, the DMA UK said.

The majority of suppliers (53 percent) are used purely as a third-party dispatch partner.

However, the report also points to e-mail service providers operating as list owners and media buyers. Media or data ownership and acting as a media planner and buyer both account for 24 percent.

In terms of clients selecting ESPs, price and customer service and support were regarded as the key criteria.

For the first time, the survey also gained initial feedback on payment to guarantee delivery. Over 65 percent of ESPs believe that clients would consider some form of payment to guarantee delivery.

The survey also indicates that deliverability is only a real problem for a handful of customers with three quarters of them demonstrating a delivery rate of over 91 percent for retention programs.

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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