According to the latest Direct Marketing Association (DMA) National Client Email Survey report, seven out of ten marketers expect expenditure on email marketing to increase over the next 12 months.
 
The recession is forcing businesses to cut or freeze marketing costs across the board, with the continued growth in expenditure being testament to the value of email marketing.

In a bid to stretch value of email marketing in difficult economic times, marketers are increasing the volume of emails. However, without the correct best practice and evaluation measures in place, these companies can risk alienating customers by over-mailing which will, in turn, lead to deliverability issues.
 
A heightened focused on deliverability is attributed to the increasingly specialist tools and expertise required to get email delivered to the intended destination. Sender reputation is ranked as the most important deliverability factor by 36 per cent of surveyed marketers, followed by list hygiene (20 per cent) and email content (18 per cent).
 
Despite this growth in email marketing, direct mail still remains the most common partner channel. The most successful channels used in conjunction with email are database marketing with a success rate of 95 per cent, direct mail (94 per cent) and telemarketing (92 per cent).
 
As featured on UTalkMarketing.

PAGE TOP

     What are these?

This entry was posted on Friday, November 20th, 2009 at 11:14 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.