The latest national Email Marketing Benchmarking Report from the DMA reveals an improvement in delivery rates, suggesting a better understanding among ESPs of the issues surrounding deliverability. Delivery rates for the third quarter of 2007 (July – September) stood at 84% for acquisition and 88% for retention. The increased focus on deliverability is supported in the report with the majority of ESPs citing deliverability issues as their most important concern. “It’s very encouraging to see that issues surrounding deliverability are being addressed. However, there is still room for improvement,” says Richard Gibson, Chair of the DMA Email Marketing Council’s Benchmarking Hub. According to the report, the proportion of ESPs reporting that their clients are not segmenting their campaigns at all has decreased significantly since the beginning of 2007, with only 15% now reporting single segment campaigns compared to 50% in Q1 2007. This has had a positive effect on response rates with open rates at nearly 20% and 30% for acquisition and retention respectively and unique clicks up to 9% for acquisition and 11% for retention. However, opt-out rates have risen sharply this quarter, particularly for acquisition which is up one percentage point on the last quarter. This could be attributed to a number of factors including differences in strategies and the relevance of the data that was used. For more information please visit www.dma.org.uk
Labels: Benchmark Reports
