Click Fraud Protection

Connecting...

Email marketing popularity 'on the up'

News | Email marketing content | Consumers | Brands

W1siziisijiwmtcvmduvmdkvmtevmtmvmzkvmtevzw1hawwtbwfya2v0aw5nlxbvchvsyxjpdhktb24tdghllxvwlmpwzyjdlfsiccisinrodw1iiiwimtawmhg0mdajil1d

The proportion of consumers approving of email marketing content has increased during the last 12 months, it has been reported.

According to the Direct Marketing Association (DMA), improved segmentation and better targeting has helped raise the popularity of the channel.

The number of consumers reporting that 50 per cent or more of the marketing emails they receive are of interest to them has increased over the past year from nine per cent to 30 per cent.

Just one in four (24 per cent) consumers now say that less than ten per cent of the marketing emails they receive are of relevance to them.

This figure has fallen from 64 per cent in 2010, highlighting the changing views among consumers towards such material.

The DMA also discovered that consumers are signing up to receive regular emails in ever-greater numbers, with 50 per cent of consumers reporting they now receive 20 or more emails from brands they trust every week.

Chris Combemale, executive director of the DMA, said brands are constantly learning how best to build trust with their customers.

He claimed that this is "vital" for successful email marketing.

"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," he stated.

"This will be a great a boon for business."

Some 30 per cent of those surveyed considered more than half of the emails they received from trusted brands interesting or relevant to them.

As such, marketers may be tempted to allocate an increasing proportion of their budgets to email advertising in the future.


Posted by Jon Aspinell on 24th October 2012

SHARE

LATEST JOBS
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Backend Developer (.NET/C#/SQL)

South West London, London

£70000 - £80000 per annum + bonus + private health

A market leading software company near Clapham Junction which boasts some of the world's leading technology companies...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

PHP Software Developer

Farnborough, Hampshire

Up to £40000 per annum + very good bens

Senior PHP Developer - Farnborough A small but very innovative software company is seeking an experienced PHP Softwar...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Software Engineer (.NET full stack)

Farnborough, Hampshire

Up to £55000 per annum

Software Engineer (Full Stack) - Surrey - £55,000 A fantastic opportunity has arisen for an experienced Software Engi...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Graduate Data Analyst - Islington, Lo...

London, England

Up to £30000 per annum

Graduate Data Analyst - Angel, Islington. A well-established market research business is looking to recruit a confide...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Technical Architect- Bristol - £70,000

Bristol, England

£65000 - £70000 per annum

Technical Architect- Bristol - £70,000 A highly successful, global tech firm based in Bristol are looking for an expe...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Test Automation Engineer / Test Analyst

Bristol, England

Up to £55000 per annum

Test Automation Engineer - Bristol - £55,000 A highly successful global tech company with offices across the UK, Euro...

READ MORE
W1siziisijiwmtgvmdqvmtgvmtmvmjmvnduvnza0l1jlbw90zs1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

How can you ensure cohesive communication with a team of remote workers?

Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...

READ STORY

W1siziisijiwmtgvmdevmjqvmdgvntkvmtavndyyl2ltywdlmtqtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Can HR tech ease workplace conflict?

Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...

READ STORY

W1siziisijiwmtgvmdevmtyvmdgvntcvmzcvmtk5l1dlbgwxyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

What to prioritise in your employee experience

The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...

READ STORY

W1siziisijiwmtgvmdevmtavmtyvmdavntmvmtyzl0ltywdlntatbwluicgxks5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

What can HR expect in 2018?

HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...

READ STORY

W1siziisijiwmtcvmtevmjgvmtcvmdevndqvnzivaw1hz2uyni1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

From communication to drive: The importance of soft skills

Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavntqvmzivotuvaw1hz2uxns1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Only one in three workers say their employers offer training

Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...

READ STORY