The latest Email Benchmarking Report (Half 1 2010) from the Direct Marketing Association (DMA) reveals that UK marketers sent over 1.7 billion emails in the first half of 2010, an increase of 50% over the same period in 2009.
According to Dela Quist of the DMA’s Email Marketing Council, “businesses turn to email in adverse economic conditions because it is very versatile from a tactical perspective and extremely cost effective.”
Despite the increase in email volumes the Report also shows that average Open Rates for email appear to be holding up year on year at around 24% for retention emails and 11% for acquisition emails. “What we are seeing is evidence that email marketers have become better at targeting their promotions and that their customers are getting used to receiving email from brands they trust which is great news” says Quist. Much of the growth is being driven by acquisition email programmes, which represent almost one third of the volume sent over the period covered.
The latest Email Benchmarking Report can be downloaded from www.dma.org.uk/research
CFL have also seen a huge increase in email marketing and have sent just under 5 million for their clients, in 2010.
Phil Martin, Marketing Manager at CFL Marketing said "Email Marketing is most definatly on the up - however we have found this mechanic to work best if used as part of a tactical integrated campaign"
If you would like to see example of CFL's HTML marketing emails please contact us on 01225 782669 - www.cflmarketing.co.uk
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