Email marketing consumer approval ratings rocket
7 Oct 2011: Improved segmentation and better targeted content are being credited for a surge in consumer approval of email marketing over the past 12 months, according to new research published by the Direct Marketing Association (DMA).
The 2011 DMA Email Tracking Study in conjunction with fast.MAP and Alchemy Worx found that the number of consumers reporting that 50% or more of the marketing emails they receive are of interest to them has increased over the past year from one in ten (9%) in 2010, to one in three (30%) in 2011. Just one in four (24%) of consumers now say that only less than 10% of the marketing emails they receive are of relevance to them – down from two-thirds (64%) of consumers in 2010.
The study also reveals that consumers are signing up to receive regular emails in ever-greater numbers, with 50% of consumers reporting that they now receive 20 or more emails from brands they trust every week.
The annual Email Tracking Study surveys 1,800 UK consumers to monitor their perceptions, experiences and responses to email marketing.
Commenting on the findings, Chris Combemale, DMA Executive Director, said: “The massive rise over the past year in the number of emails that consumers report as being of relevance to them is a direct consequence of improved targeting and segmentation techniques, as well as a greater understanding of the kinds of content that are appealing. This will be a great boon for business.”
The 2011 Email Tracking Study is available via the DMA website: www.dma.org.uk.
Poor data costs UK firms £1 for every £6 spent
12 Apr 12: Around £1 in every £6 of departmental budget is wasted on average by UK companies because of poor data quality according to new Experian QAS research.
Half of companies 'open to security breaches', finds survey
16 Mar 2012: Survey finds only 56% of client-side companies and 47% of supply-side companies say they (or their clients) have policies and processes in place to guard against breaches of data security.
ER opt-out rates fall for second consecutive year
31 Jan 2012: Electoral Roll opt-out rates have fallen for the second year in a row, according to a new report from direct marketing services and credit data agency Callcredit Information Group.
Home Move Triggers alert service launched
23 Jan 2012: Callcredit Marketing Solutions has launched a new service that helps marketers tap into the lucrative home mover market by identifying consumers at every stage of the moving cycle.
Huddle builds improved sales pipeline with Aprimo
5 Dec 2011: Content management giant Huddle takes control of its sales and marketing with help from Aprimo.
Favourite retailers revealed
30 Sep 2011: Consumer research by leading marketing and data specialist, The REaD Group plc, has thrown up some interesting results about the retail sector.
43% of marketers have no time for social media
20 Sep 2011: Almost half of marketing managers have identified time and resourcing as the biggest problems preventing them from fully engaging social media marketing, according to new research commissioned by Webtrends.
Segment by channel preferences before demographics, says new SAS report
15 Sep 2011: Organisations should segment customers based on channel preferences rather than simply demographics, says new report from SAS and Professor Hugh Wilson.
Majority of marketers failing to find the right search words
13 Jul 2011: 55% of digital marketers don’t know which words gain optimum returns campaign-wise, says a new survey from SaaS marketing technology provider Hydra.
Mobile payments to triple in value to 670bn USD by 2015
5 Jul 2011: The mobile payments market is set to almost triple in value over the next five years, according to a new Juniper report.
Email remains essential tool for Irish marketers
24 Jun 2011: New marketing Insight Report 2011 shows email remains essential part of the marketing mix for Irish marketers.
Direct mail campaigns pay dividends for home shopping sales
22 Jun 2011: Transactional data specialist Abacus publishes the results of its inaugural Annual Trends Report, one of the most comprehensive studies into the health of home shopping in the UK.
Consumers opting to remain anonymous online
22 Jun 2011: Almost 40% of consumers are now unwilling to provide any data about themselves when creating a social media account and just 32% said they were willing to provide their name, according to the new Direct Marketing Association/fast.MAP Data Tracking Study
Move to automation gathers pace
20 Jun 11: Nearly half of companies are currently running automated, event-triggered lifecycle email marketing programmes and another quarter plan to within 24 months.