There has been a lot of buzz in the market about the future of direct marketing, especially email marketing. Many even went to the extent declaring its death by the end of 2011. However, defying all speculation, email marketing has proved how powerful it is and getting stronger day by day.
A new research conducted by the DMA (Direct Marketing Association) and email marketing company Epsilon Data Management reveals that in comparison to 2010 and some previous years, the conversion rates of commercial email campaigns in 2011 increased by 16.1%.
2011 North America Email Trends and Benchmarks Results released by Epsilon and the Direct Marketing Association’s Email Experience Council show 16.1% increase compared to 2010. The report further suggests that the email conversion has been steady with 2.9% growth than what it was 2009 and 2010.
According to Yoram Wurmser, Director and researcher of Marketing & Media Insights at the Direct Marketing Association, said, “Double digit increases in email volume, conversion rates, median order size and revenue per email confirm what the DMA has heard elsewhere. Companies in the 2010 holiday season invested more in email marketing and saw better results after two difficult years.”
Kevin Mabley, SVP of Strategic & Analytic Consulting at Epsilon, revealed that “Although volumes hit record highs for the season, response rates remained quite stable, again proving that email marketing is an effective tool to reach people while they are in the market for a particular product or service,” and he added that “Email marketing drives consumer behavior, builds brands and increases revenue. We recommend that email marketers track behaviors and analyze campaigns in order to continue to improve performance and create deeper connections with consumers.”