Approval ratings of email marketing remain at all-time high, DMA suggests
The Direct Marketing Association (DMA) has revealed in its latest report that the volume of emails being sent to consumers is on the rise, with 55 per cent receiving 20 or more emails a week from brands they’re interested in. The DMA’s 2012 Email Tracking Study also found that more people sign up to receive more emails for a second successive year, with 43 per cent now signed up to receive emails from 10 or more brands. Dela Quist, CEO of Alchemy Worx, the report’s sponsors, said: “While some marketers seem to be concerned about inbox overload, the average consumer is not. Savvy marketers know “inbox overload” is a myth and understand that when compared to search, there is very little competition in the consumer inbox. “These insights into the positive way consumers view promotional email also explain why email is still the primary driver of commerce on the web.” It was found that 29 per cent of those surveyed said that they find more than half of the emails they receive of relevance and interest to them. The research also found that 55 per cent like to receive money off vouchers, while 13 per cent like loyalty vouchers and 13 per cent prefer free delivery.