[Infographic] DMA on marketing emails in 2017 – the challenge of relevant content
Howard Lake | 15 March 2017 | News
How is email performing in the UK and where can improvements be made? The Direct Marketing Association (DMA) has published its latest Marketer email tracker report in infographic format to answer these questions.
Sponsored by Dotmailer, the Marketer email tracker 2017 report finds that marketers are finding the creation of sufficient relevant content one of their biggest challenges. This is reflected in complaints from consumers who say the receive too many emails from brands that are not relevant to them.
Skip Fidura, Client Services Director at dotmailer and Chair of the DMA’s Responsible Marketing Committee, said:
“This year’s insight into the view of consumers and marketers on email paints a worrying picture. While both love the channel, consumers continue to say they get too many and irrelevant emails from brands. More worrying still is that 42% of marketers agree. The warning signs are there.
“Over half of consumers have considered deleting their email account to control the flow of marketing emails they receive. As email marketers, we have a responsibility to our customers, to ourselves and to our businesses to keep our channel not just viable but thriving long into the future.”
You can download the Marketer email tracker 2017 in PDF from the DMA.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.