"Email marketing volumes set to equal post this year."
The number of email marketing messages being sent are set to equal that of direct mail by the end of this year, according to the latest research from the Direct Marketing Association (DMA).
The DMA’s National Email Benchmarking Survey also indicates that email acquisition click through rates have risen from 6% to 8%.
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%.
Actual payments per 1000 email addresses vary from ‘up to £1’ to ‘over £5"