Email marketing ‘continues its rise’

Consumer approval ratings of email marketing remain at an all time high, with volumes rising for a second successive year, new figures show.

According to the findings of an email tracking study by the Direct Marketing Association (DMA), the number of consumers registering to receive emails from 10 brands or more has increased by 10% to 43% over the past year.

The number of people receiving 20 or more weekly email updates from their favourite brands has also increased from 50% in 2011 to 55% in 2012.

However, the increase in volume has not negatively affected customer satisfaction, with 29% of people claiming to find more than half of the emails they receive of relevance and interest to them. In 2010 this figure was just 9%, the study highlighted.