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BizReport : Email Marketing : June 06, 2013

DMA: Record levels of marketing email sent in H1 2012

Record levels of marketing email were sent in the UK in the first half of 2012, according to the latest figures released by the industry's trade body.

by Helen Leggatt

The Direct Marketing Association (DMA), measured email performance on a number of important metrics and revealed a 46% jump in sent emails in the first half of 2012, while click-through rates exceeded half a billion.

According to Dela Quist, CEO of Alchemy Worx, sponsors of the Direct Marketing Association's National Email Benchmarking Report (H1 2012), the report findings demonstrate a "self-confident email marketing industry is beginning to throw off a 'fear and self-loathing' in email".

In addition to the increase in marketing email volume, there was a 57% rise in the number of campaigns to 12,937. However, contact frequency fell, with consumers receiving no more than 2 emails per month per brand on average. The result was that conversion rates from email overtook search by 60%.

The report also highlighted a greater integration of email with social networking; 87% of social media marketers used email marketing and 61% planned to increase their email efforts.

"What these figures don't highlight is the effort and sophistication behind these volume increases - brands are working hard to deliver better content to their customers and this is reflected not only in our own clients' email campaigns, but also in the satisfaction with marketing emails recorded in the DMA Consumer Tracking study," said Quist.

The 54-page 'Email Benchmarking Report (H1 2012)' may be read online.

Image via Shutterstock

Tags: benchmark, email marketing, email trends, marketing email, social marketing, UK

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