Email marketing news

Email marketing sees most successful half-year ever

Email marketing has had its most successful half year on record, according to the Direct Marketing Association. Website traffic that is generated by email has continued to see an increase, email addresses under management have increased and email marketing campaign volumes have seen considerable growth.

The DMA’s Email Council put together an Email Benchmarking Report, which found that click through rates in email marketing improved from 12 million in H2 2009 to 16.1 million in H2 2010. This works out as an additional 33 per cent of visitors to client websites. When comparing these time periods, it is also noticeable that there was a 35 per cent increase in the amount of email marketing material sent.

James Bunting, from the DMA’s Email Council said: “Email marketers in the UK are continuing to improve on their success. The DMA’s email tracking study earlier this year showed that consumers are receiving more emails of interest to them than ever before and this latest research shows that those relevant emails are working. Email is driving more traffic to websites than ever before.

“The future looks to be even brighter because this success is occurring at a time that ESPs are promising advanced tactics within their product suites enabling even greater targeting and relevance.