Email marketing has overtaken direct mail in terms of volume for the first time, according to figures from the Direct Marketing Association (DMA).

The DMA's Email Benchmarking report revealed that the average volume of emails rose by 52% year on year, while direct mail volumes have decreased as a result of improved targeting.

The survey used data from 75% of the UK's email service providers, all of which believed that email volumes would continue to rise. 

The success of email marketing campaigns hinges on targeting, according to 42% of ESPs, while 33% believe offers are all important and 25% say the creative is key.

Perhaps the surprise here is that it has taken so long to for email marketing to overtake direct mail. It is more cost effective, measurable, and can be much better targeted than DM.

Further reading:
Five reasons to embrace email marketing
Email Marketing - Roundtable Briefing, May 2007

Graham Charlton

Published 14 August, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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