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How effective is email really?
Effectiveness studiesEmail marketing
Marketing campaigns that include email are more effective than the average campaign, generating 2.8 effects per campaign overall (2.7 effects without), according to a new report* from the DMA (Data and Marketing Association).
Why it matters
Email campaigns are above average performers in generating response and business effects, but below average at generating brand-building effects, giving a useful indication of where the channel’s strengths lie.
The average campaign including email generates 2.0 response effects and 0.5 business effects.
Email marketing underperforms for generating brand effects, but still accumulated 0.3 brand effects per campaign on average.
Growth in customer retention activity worked well in 2020, but by 2021 it was clear that there was only so much incremental demand that can be stimulated from existing customers.
Email generates the largest number of effects (3.1 effects per campaign) when used to target new customer acquisitions – compared with 2.6 effects in retention campaigns.
A 29% uplift in the total number of effects is recorded for multi-channel vs solus email campaigns. Double the number of brand effects are also recorded – an important consideration for a channel that generally under-performs in this space.
A combination of email and ad mail is most effective at generating a response. Email and offline (TV, radio, out-of-home and print) is the best combination for shifting the dial on brand metrics.
“Although primarily used as a direct response platform, email can also have a significant brand impact for organisations – shifting the dial on the attitudinal metrics that are so important in stimulating future demand” – Tim Bond, director of insight at the DMA.
*The Meaningful Marketing Measurement: Email Focus report draws on data from over 300 email campaigns, and beyond that over 1,000 cross-channel campaigns overall, while the DMA’s Intelligent Marketing Databank provides insight into the effectiveness of the email channel, as well as how marketers are measuring email effectiveness.