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Email sign up from trusted brands rising, according to DMA research

October 11, 2011 | 2 min read

Better targeted content, as well as improved segmentation, are the two reasons being credited by new research by the Direct Marketing Association, for the uplift in consumer approval over email marketing.

This year’s DMA Email Tracking Study has found that over half of marketing emails received by consumers were of interest to them in the last year, with last year’s total of one in ten (9%) having risen to one in three (30%) of respondents finding interest.

One in four of consumers (24%) also said that less than 10% of marketing emails received were of relevance to them, in comparison with 64% of consumers from 2010.

Also revealed was that more consumers are signing up to receive regular emails, as 50% of consumers said they were receiving 20 or more emails from trusted brands on a weekly basis.

1,800 UK consumers were involved in the survey, monitoring their perceptions, experiences and responses to email marketing in the process.

Chris Combemale, executive director of the DMA, said: “Brands are constantly learning how best to build trust with their customers, which is vital for successful email marketing. 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.”

It was also discovered that nearly one third (30%) of participants considered more than half of the emails they received from trusted brands, to be relevant to them.

The full survey can be found on

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