Email Marketing Surpasses Direct Mail in Britain

Email marketing has surpassed direct mail for the first time in the UK, according to a report by DMA's Email Marketing Council.

According to DM News, the report polled 75 percent of UK email service providers and found that while direct mail spending grew, volumes decreased, due to better targeting and multichannel efforts integrated into campaigns.

Meanwhile, email volumes continue to explode. Email increased 52 percent from last year, with the average volume ballooning 50 percent in the last quarter alone.

Email deliverability also improved with hard bounce rates at 2 percent, from 6 percent last year.

The report also asked respondents what makes for a successful email campaign: 42 percent believe it is targeting, 33 percent say the product, and 25 percent feel it's all in the creative.

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