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Email marketing grows in popularity
email marketing continues to grow in popularity, a new report from the Direct Marketing Association (DMA) has shown.
The National Email Benchmarking Report from the organisation reveals that in the first three months of 2006, mailing volumes were 30 per cent higher than at the same time in 2005.
Response rates also improved, the report found, with average total click-through increasing for acquisition emails and staying stable for retention emails.
The organisation surveyed companies which represented more than 75 per cent of UK emails delivered through Email Service Providers (ESPs), in an attempt to establish reliable benchmarks and help firms to make informed decisions about email campaigns.
Attitudes towards changing ESPs' default settings were also being investigated as part of the research, the report finding an increasing willingness to keep email lists clean.
"Both the ESPs and clients are showing understanding of the important issue of list hygiene and its impact on deliverability," the report noted.
The increase in mailing volumes was something that was largely forecast in the DMA's previous report covering the fourth quarter of 2005.
"The positive feeling in the supplier market reinforces the confidence that client marketers have in email marketing, and we should expect to see an increase in both the number of clients using email marketing and in the average mailing volumes of existing email marketers," chair of the email marketing Council Benchmarking Hub, Richard Gibson, predicted.
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