Posted by Gareth Cutter on 25th February 2009 to
Industry The most recent DMA National Email Benchmarking Report has been published covering data in Q2. of 2008 (April, May and June). Marketing executives wishing to improve their email marketing planning and management efforts will find this report beneficial as it provides 'a reliable series of benchmarks that (...) help them make informed marketing decisions'. Those wishing for a quick insight into the report can read the executive summary here.
For those of you in an even bigger rush, here are some of the more interesting conclusions drawn from the report:
- Email contact rates from companies increased by 30% over this period (this increase doesn't appear to have affected deliverability or open rates of emails negatively, which may have something to do with consumers' preferences for email as we wrote about in yesterday's blog post
)
- The number of email addresses held by email service providers increased by 10%, indicating steady growth in the industry
- Average delivery rates for retention and acquisition emails rose to 95% and 89% respectively, their highest recorded levels
In hindsight, these metrics come as less of a surprise given how successful a year email marketing enjoyed in 2008, but these figures can still be used as a benchmark to measure your performance against. To purchase and download the full National Email Benchmarking Report, please follow this link.
