Email marketing campaigns are becoming more effective in engaging recipients, largely due to improved data segmentation and more targeted content, according to new research. The study, published by the Direct Marketing Association (DMA), indicated that the number of consumers reporting that 50% or more of the marketing emails they receive are of interest to them has increased over the past 12 months from one in ten (9%) in 2010, to one in three (30%) in 2011.
The 2011 DMA Email Tracking Study, carried out in conjunction with fast.MAP and Alchemy Worx, also reveals that just one in four (24%) consumers feel that less than 10% of the marketing emails they receive are of relevance to them – compared with two-thirds (64%) in 2010.
At the same time, more and more consumers are signing up to receive regular emails, with 50% reporting that they now receive 20 or more emails a week from brands they trust.
The annual survey looks at 1,800 consumers in the UK to monitor their perceptions, experiences and responses to email marketing – highlighting new and continued trends in the email marketing sector.
“Brands are constantly learning how best to build trust with their customers, which is vital for successful email marketing,” says Chris Combemale, executive director of the DMA. “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. This will be a great boon for business.”
Overall the survey found that 30% of participating consumers considered more than half of the emails they received from trusted brands to be interesting or of relevance to them.
Paul Seabrook, chief executive of fast.MAP, added, “It’s clear that in the current economic climate, the market for promotional offers has grown as savvy consumers seek out better deals and new experiences. This, combined with more sophisticated anti-spam protection and an increase in marketer’s desire to use the medium responsibly, has led to encouraging increases in consumers attitudes and behaviour towards receiving commercial messages in their inbox.”