New research from the Direct Marketing Association (DMA)
has found that 89 percent of senior marketers called emails
"important" or "very important" to their organisation, with
56 per cent “confident that expenditure on email marketing will increase this
year”.
According to the senior B2B and B2C brand marketers
surveyed for the DMA Email Marketing Council's 2013 National Client Email
Report, email delivered an average ROI of £21.48 for every £1 spent last year.
It was also found that over half of brands surveyed
reported an increase in open, click and conversion rates in 2012: up five per
cent from 2011.
Dela Quist, chair of the DMA Email Marketing Council’s
Email Benchmarking Hub and chief executive at Alchemy Worx, said: “The report
characterises 2012 as the year where email has defied market trends and carried
the load in terms of delivering revenue. This is equally true for our clients,
who closed 2012 up on budgets and targets for email but down in other channels.
The result of these successes, as the report reveals, is that marketers will be
investing even more effort in email in 2013.”
The research discovered that rigger email campaigns
generated 21 percent of email revenue.
Originaly from ISHBEL MACLEOD in The Drum