Email marketing hits new highs according to DMA
An increase in website traffic generated by email, growth in the number of email addresses under management and a rise in the number of campaigns being run have resulted in the email marketing sector recording its most successful half-year to date, research published by the Direct Marketing Association (DMA) has revealed.
According to the findings of the DMA’s 2010 H2 Email Benchmarking Report, click-through rates from emails leapt from 12 million in H2 2009 to 16.1 million in H2 2010 - an increase of 33 per cent in the amount of traffic email is marshalling to clients’ websites. The half year also saw a 35 per cent rise in the volume of emails being sent during H2 2010. The number of email addresses that Email Services Providers (ESPs) manage grew across the year from 90.2 million in Q1 2010 to 101.7 million in Q4 2010.
Email marketing budgets rose through the half-year, with a third of clients spending between 21 – 40 per cent more on email in Q4 2010 compared to Q4 2009.
Surveying 20 of the UK’s ESPs, the biannual Email Benchmarking Report is produced by the DMA’s Email Marketing Council.
The H2 2010 Email Benchmarking Report also features the latest data on strategy and segmentation, as well as open rates and deliverability. To download the report click here.