Consumer approval ratings of email marketing at an ‘all-time high’

More people are signing up to receive emails and increasingly liking the content they receive, according to the Direct Marketing Association (DMA).

The marketing body’s 2012 Email Tracking Study,  produced in conjunction with fast.MAP and Alchemy Worx, found that the number of consumers who have signed up to receive emails from 10 or more brands has increased in the past year by 10% to more than two in five (43%).

And the same is true regarding the number of emails send. The research showed that the number of people receiving 20 or more emails a week from brands they’re interested in increased from 50% in 2011 to 55% in 2012.

Additionally, consumer approval of the content of the marketing emails they receive have increased, with one in three (29%) saying that they find more than half of the emails they receive of relevance and interest to them. In comparison, the DMA’s 2010 study showed just one in 10 (9%) consumers reported finding 50% or more of the emails they receive of interest to them.

Emails containing special offers, discounts or vouchers continued to be the most popular type of email, with money-off emails taking the top spot with 55%, followed by free delivery at 13% and loyalty coupons at 12%, said the report.

Dela Quist, CEO of Alchemy Worx, said: “While some marketers seem to be concerned about inbox overload, the average consumer is not. Savvy marketers know ‘inbox overload’ is a myth and understand that when compared to search, there is very little competition in the consumer inbox. These insights into the positive way consumers view promotional email also explain why email is still the primary driver of commerce on the web.”