DMA study finds improvement in email delivery rates - Brand Republic News - Brand Republic

DMA study finds improvement in email delivery rates - Brand Republic News - Brand Republic: "DMA study finds improvement in email delivery rates

by Alex Donohue Brand Republic 05-Mar-08, 12:30

LONDON - The Direct Marketing Association's latest email marketing benchmark report has found that delivery rates for the third quarter of last year stood at 84% for acquisition and 88% for retention.

The DMA said the results demonstrated email service providers had reached a 'better understanding' of issues surrounding deliverability that it was now addressing.

However, the report also noted a sharp decline in mailing volumes for the July to September period, which it attributed to a slowdown in business over the summer and clients changing email service providers.

According to the study, the number of email service providers not using segmentation in campaign work decreased significantly since the beginning of 2007, with only 15% now using single segmentation campaigns in comparison with 50% for quarter one in 2007.

The DMA said increased use of segmentation had grown open rates by 20% for acquisition and 30% for retention for the period.

Richard Gibson, chair of the DMA Email Marketing Council, said: "It is very encouraging to see that issues surrounding deliverability are being addressed. However, there is still room for improvement.

"Relevance and timing are vital to the success of an email marketing campaign, while clients using ESPs appear to be sending a higher number of different types of emails, there are still areas where all clients could create more relevant, timely messages for their customers."

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