Reporting, customer service key for e-mail clients: British DMA

Share this content:

Reporting and customer service are the two most important factors when selecting an e-mail service provider, according to a new report from the British Direct Marketing Association.

The report, which surveyed 110 e-mail marketers, also found their biggest concern was conversion rates, followed by deliverability rates and click rates.

Based on the research, it's clear the emphasis on reporting shows a growing interest from marketers keen to understand how customers interact with their messages , the London-based organization said. Also, these marketers want to know the effectiveness of each campaign.

The choice of customer service over functionality and price may indicate that cost-per-thousand rates for delivery have leveled off, according to the DMA.

The British DMA's Email Marketing Council released the findings in its first Client Email Marketing Survey.

This research proves the need for e-mail service providers to improve their reporting tools to meet client demands.

Confirming previous council predictions, 78 percent of those surveyed believe their e-mail marketing budgets will increase. Sixty-eight percent of the respondents said the increase won't come at the expense of the other channels.

The study also found less than half of marketers surveyed said they have an e-mail address for only between 1 and 25 percent of their entire databases. And only 18 percent of marketers have between 78 percent and 100 percent of their customers' e-mail addresses.

close

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.

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