Improved segmentation and targeting driving email marketing approval
Posted by Rachel Fielding in Customer intelligence, Marketing on Mon, 10/10/2011 - 01:09
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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, the Direct Marketing Association (DMA) has revealed.
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, according to new research published by the association.
According to the findings of the 2011 DMA Email Tracking Study, conducted in conjunction with fast.MAP and Alchemy Worx, 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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