E-mail volumes beat out direct mail for the first time in the UK

Share this content:

For the first time in the UK, e-mail marketing volume has overtaken direct mail volume, according to a new report by the Direct Marketing Association's Email Marketing Council.

The latest National Email Benchmarking report survey includes responses from 75 percent of UK e-mail service providers, who deliver the majority of outsourced e-mail messages to both business and consumer e-mail accounts in the UK. The study found that while direct mail expenditure continues to rise, volumes have decreased over the past year, as targeting and multichannel efforts have been integrated into the campaigns.

At the same time, the report found that year-over-year volumes of e-mail have increased by 52 percent, with the average volume of e-mails rising by 50 percent in the last quarter alone.

According to the report, 100 percent of respondents believe that volumes will continue to grow by about one third. Forty-two percent of respondents believe that the success of e-mail marketing campaigns is due to targeting, while 33 percent attribute it to the product offering and 25 percent attribute e-mail's success to good creative.

The survey also found that e-mail deliverability continues to improve with hard bounce rates standing at 2 percent, down from 6 percent in the first quarter.


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

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