As we move towards the end of yet another turbulent year for businesses, it’s refreshing to learn that despite the gloomy economic situation, for email marketers in the UK, things could be starting to look up.
A recent report published by The Direct Marketing Association’s (DMA) found that in the second half of 2010, click-through rates on email campaigns increased by an impressive 33%.
Broken down, it looks like this. Just over 16million marketing emails resulted in recipients clicking through to the senders’ websites: over 4 million more than the same period in 2009.
The DMA report also showed that email marketing budgets rose quite dramatically during the last few months of the year with one third of clients spending between 21 and 40% more than they did in the same quarter of the previous year.
This report is good news for email marketers and all the more encouraging given that the current recession and the uncertainty it brings shows no immediate signs of ending anytime soon.
Whether this upturn is a one-off or the start of an upward trend remains to be seen, but James Blunting of the DMA’s Email Marketing Council appears to be optimistic and believes that the success of email marketing campaigns will continue to grow over the next few years.
Only time will tell if James’ prediction turns out to be right, and in the meantime, it will be interesting to see what surprises the next DMA report has in store for us.
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