Senior brand marketers are bullish about the prospects for email marketing budgets, with the majority predicting a rise in expenditure in 2013, new research published by the Direct Marketing Association (DMA) reveals
According to the respondents polled, email delivered an average ROI of £21.48 for every £1 spent last year – the first time the Client Email Report has published an ROI figure.
Its strong performance is tied to ever-improving and more sophisticated techniques: over half of brands surveyed reported an increase in open, click and conversion rates in 2012, a 5% increase compared to 2011 figures. The value of generic ‘one size fits all’ campaigns continued to decrease with 75% of email revenue now coming from more targeted approaches. This is central to what we try to achieve with our customers, and why we focus both on personal communications via Rocketseed as well as segmented mailings sent via RocketMailer.
Here is a quick rundown on some of the other report highlights:-
- Email marketing remains critical to business, with 89% of respondents declaring email to be “important” or “very important” to their organisation
- For roughly a third of respondents, email marketing accounts for 50% or more of all digital business revenue
- Click and conversion rates are the factors that marketers rate most often as important to achieving business goals
- Trigger email campaigns generated 21% of email revenue, despite low volumes sent compared to more general campaigns.
To read a full summary of the report on the DMA website, please click here. The full report is also available for download by DMA members.
UK managing director of Rocketseed, Fiona Robson is a member of the DMA Email Marketing Council, and works on the Email Benchmarking Hub that produced this report.