DMA UK email benchmark report reveals UK businesses increased dependence on email
Submitted by: denise cox on Thu, 17/02/2011 - 15:09
I sit on the DMA UK’s Email Marketing Council. We’ve just released the latest Email Benchmarking Report (Half 1 2010). Here are just a few of the findings:
UK marketers sent over 1.7 billion emails in the first half of 2010, an increase of 50% over the same period in 2009.
There’s been a huge shift towards social media integration with email. 33% OF marketers are including ‘share with your network’ links in their messages.
The current average Open Rates for email are 24% for retention emails and 11% for acquisition emails. Unique Click Through Rates are 6.9% retention and 3% acquisition.
There has been an increase in mailing for acquisition purposes – after a dip in Q4 2009 and Q1 2010.
On average, marketers are currently contacting addresses on their list 2.3 times per month.
The vast majority of marketers have 2 to 3 cells or segments in a typical campaign.
