Oct 12 2011
Email marketing still on the up
A recent study produced by the DMA in conjunction with Alchemy Works claims that consumers are responding more favourably than ever before to email marketing. The report – which credits improved segmentation and better targeting for this growth – blows apart some common myths about the effectiveness of email marketing.
Whilst many might believe that consumers are being bombarded by endless numbers of unwanted emails, the report clearly contradicts this. Over 60% of respondents were signed up to 10 or fewer senders – a surprisingly low number considering the options available to your average consumer. So whilst your email is not necessarily clamouring for attention amidst a sea of competitors, getting onto that list of 10 represents another challenge.
In 2010, one in 10 consumers stated that 50% or more emails they received were of interest. In the 2011 report, this number increases to one in three.
Amongst the more surprising findings was that fact that only 3% of consumers pick up their emails on a smartphone, whilst 61% don’t check or use email at work.
What the report reflects is that there is now a greater understanding of how to segment markets and how to make email content appealing to specific segments. It also shows that 45% of respondents don’t act on an email immediately, but file the information for later use. This makes response tracking far more complex, but would hint at an even greater effectiveness for your email campaign than straight click thru numbers.
Our experience as marketing consultants with expertise in digital marketing enables us to help customers get on their customers top ten list with relevant content to targetted customers.