The Direct Marketing Association (DMA) have published as recent study that indicates that 86% of people will willingly open email messages that offer direct marketing.
However, engaging with those recipients is key. Of those happy to receive the email marketing campaign, 37% stated that they would only open emails in any email marketing campaign that came from a known source, company or contact.
The Direct Marketing Association reinforced the value of email marketing in a separate study stating that it provides a consistent return on investment. However, too much emphasis is on design of innovative email templates with less attention being given to email data quality.
Further boosts to the efficacy of email marketing were made in the 2009 Marketing-GAP Study, conducted by fast.MAP and the Direct Marketing Association, which showed that consumers prefer to receive direct marketing messages via email than through any other channel.
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