Email click-through rates on the rise, DMA research discovers
The email marketing sector has recorded its most successful half-year figures, according to research by the Direct Marketing Association.
The success has been put down to an increase in website traffic generated through email campaigns, with email click-throughs growing by 33% from 12m in 2009 to 16.1m last year, according to the DMA’s 2010 H2 Email Benchmarking report.
The half year also saw a rise of 35% in the volume of emails being sent last year, with the number of email addresses growing from 90.2m in the first three months of Q1 2010 to 101.7m in the final months of 2010.
Meanwhile, email budgets also rose through the half-year, with a third of clients found to have spent between 21-40% more in the Q4 or 2010 than during the same period the previous year.
James Blunting, from the DMA’s Email Marketing Council, said: “Email marketers in the UK are continuing to improve on their success. The DMA’s email tracking study earlier this year showed that consumers are receiving more emails of interest to them than ever before and this latest research shows that those relevant emails are working. Email is driving more traffic to websites than ever before.
“The future looks to be even brighter because this success is occurring at a time that ESPs are promising advanced tactics within their product suites enabling even greater targeting and relevance.”