Survey Shows Wide Diversity of E-mail Use

A survey released by the Direct Marketing Association on March 19 shows a noteworthy variation in e-mail marketing practices, metrics, and performance among marketers. The DMA says that the report, “Actionable Insights into E-Mail Marketing,” shows that marketers’ self-reported competence or expertise levels play a significant role in the variation. Among the reports findings,

• 75 percent of e-mail campaigns are aimed at customer retention

• 25 percent of e-mail campaigns are designed to acquire new customers

• 68 percent of respondents use e-mail for company announcements

• 63 percent of respondents use e-mail for special discounts

• 63 percent of respondents use e-mail for one-time offers

• service providers rank deliverability as the most challenging aspect of e-mail marketing

• marketers see segmentation/targeting, integration with other channels, and list-building as more challenging than deliverability

To obtain a copy of the report, go to www.the-dma.org/bookstore