National email benchmarking report 2011
22 Aug 2012
Welcome to the DMA’s National email benchmarking report 2011 which once again provides tremendous insight into the current trends of the UK’s email marketing landscape. This report highlights the massive contribution the email channel is making to the bottom line in these difficult economic conditions.
The decrease in marketing budgets overall has been to the advantage of email, arguably the most accountable of all the channels and definitely the most efficient driver of revenue. Email is once again proving its value as the marketing work horse. The efficiencies can clearly be seen because email volumes have continued to grow with figures at the end of 2011 almost twice what they were in the same period in 2010.
In H2 2011, the ESPs surveyed generated approximately 1.8 billion brand impressions and drove half a billion subscribers to websites, staggering figures in their own right, but which also represent year-on-year increases of 71% and 37% respectively. Since conversion rates from email are 60% higher than search, it is no surprise to observe that brands are increasingly relying on email to drive traffic to their websites.
New to this year’s report are the metrics provided on individual industry sectors. It is interesting to see that the travel and retail sectors are best at driving unique clicks. These sectors are the most able to directly connect revenue to email, affording them the intelligence to model their email programmes to maximise the return. Brands that lack the ability to attribute revenue to their email activity seem to be taking a much more cautious approach to increasing their email volumes, so it will be interesting to see whether these companies email volumes follow the lead set by retail and travel in the next 12 months.
Overall, the great news from this report is nobody is sending less email!
Enjoy the read!
Dela Quist,
CEO, Alchemy Worx
dela@alchemyworx.com
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