Email marketing overtakes print DM

LONDON - Email marketing has overtaken print direct mail by volume for the first time, as companies maximise the targeting and cost-saving potential of digital direct marketing.

The average number of emails rose by 50 per cent in the last quarter, according to the latest Direct Marketing Association (DMA) Email Benchmarking report.

Email marketing volume is set to grow by another third, predicted all respondents. The report highlighted the channel’s ability to react swiftly to market opportunities, its short production cycle and low production costs.

While direct mail expenditure continues to rise, volumes have decreased over the last year, as more multi-channel intergrated campaigns are delivered. Most marketers, however, believe that a combination of print and online is the best approach to direct campaigns.

“The growth in email marketing underlines its power as both a standalone medium and its role within integrated campaigns,” said Robert Keitch, director of media channel development, DMA.

The DMA emphasised the importance of adhering to the DMA Code of Conduct as the medium grows in popularity. Richard Gibson, chair of the DMA Email Marketing Council Benchmarking Hub, warned that breaching best practice guidelines has the potential to "massively damage a brand".

Skip Fidura, email partner at WPP-owned DM group Ogilvy One Worldwide, and Darren Moore, BT CRM contact manager, are among members of the DMA Benchmarking Hub.

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