Improved segmentation and better targeted content are being credited for the surge in consumer approval of email marketing over the past 12 months, according to the 2011 DMA Email Tracking Study published by the Direct Marketing Association (DMA) in conjunction with fast.MAP and Alchemy Worx.
The number of consumers reporting that half or more of the marketing emails they receive are of interest to them has increased more than threefold over the past year, from one in ten (9%) in 2010, to one in three (30%) in 2011. Moreover, just one in four consumers now say that only less than 10% of the marketing emails they receive are of relevance to them – down from two-thirds (64%) of consumers in 2010.
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Improved segmentation and better targeted content are being credited for the surge in consumer approval of email marketing over the past 12 months, according to the 2011 DMA Email Tracking Study published by the Direct Marketing Association (DMA) in conjunction with fast.MAP and Alchemy Worx.
The number of consumers reporting that half or more of the marketing emails they receive are of interest to them has increased more than threefold over the past year, from one in ten (9%) in 2010, to one in three (30%) in 2011. Moreover, just one in four consumers now say that only less than 10% of the marketing emails they receive are of relevance to them – down from two-thirds (64%) of consumers in 2010.
Read more about the findings on MyCustomer.com.