This, Q4 2006 National Email Marketing Benchmarking Report is the ninth the DMA has issued and contains data collected during January, February and March 2007, specifically related to October, November and December data.
As before the survey is completed by leading UK Email Service Providers (ESPs) who deliver the majority of outsourced email messages to both business and consumer accounts in the UK. ESPs surveyed include member and non-member companies. Results are self-reported using their own calculations and collected by tank!, who keep the identities of all respondents confidential before passing the anonymous data to the DMA to be aggregated and analysed.
Key Findings :
- Email volumes have continued to grow within the expected seasonal trend.
- ESPs tend to manage more campaigns in the mid market segment, whilst clients are more likely to manage either a small number of campaigns, or a very large number (such as daily emails).
- Almost half the campaigns are “one size fits all” messages, and they are probably dispatched on a monthly basis, a long way from optimising the potential of email marketing as a personal communications channel.
- Regular newsletters continue to be the most popular communications vehicle used, followed by welcome messages and then campaigns segmented by previous activity.
- On average, clients are sending 5 different types of emails as they are becoming more educated about and accepting of the different uses of email available.
- In the past 12 months the business model for ESPs appears to have shifted quite significantly, with over half the market players now having a spread of acquisition and retention business.
- There are still only a handful of clients tracking the impact of non-delivery
- The majority of ESPs are now testing how messages render in major email client applications.
- Email deliverability is continuing to improve.
- Open and click-through rates fell in most cases in Q4 however total clickthrough rates and unique click-through rates are all higher than they were a year ago
- Few clients are tracking conversion rates – an area which should become more important over time as marketers seek to justify their increased email marketing.
- Opt-out rates seem to be moving upwards over the past 6 months, possibly due to the increased volume of emails sent in Q4, combined with single cell campaigns that are not being tested.
- The importance of targeting, offer and creative has been identified in relation to the success of email marketing campaigns.
- Volumes are expected to increase over the next 12 months.