U.K. E-mail Clickthrough Rates Up: Survey
E-mail acquisition clickthrough rates have risen from 6% to 8%, according to the U.K. Direct Marketing Association’s National E-mail Benchmarking Survey.
The survey also reinforces predictions that e-mail is set to level with direct mail in terms of volume. Overall, the first quarter of 2006 has shown a 30% year-on-year increase in average mailing volumes, and volumes in the first quarter of 2006 have risen by 13% on the last quarter of 2005.
Despite increasing volumes, response rates such as click though rates are remaining static and retention figures still stand at approximately 10%.
“The considerable rise in acquisition response rates demonstrates increasing sophistication among clients in terms of their targeting and messaging,” said Richard Gibson, chair of the association’s E-mail Marketing Council Benchmarking Hub, in a statement. “Marketers are continuing to invest in e-mail as a channel and are also taking steps to improve via their provider list hygiene. This demonstrates the growing understanding of the impact that this can have on deliverability and on their brand.”
For the first time, the survey also gained initial feedback on payment to guarantee delivery. Over 65% of e-mail service providers believe that clients would consider some form of payment to guarantee delivery. Actual payments per 1000 e-mail addresses vary from ‘up to
