Email Marketing On The Increase

Email marketing is becoming more popular than traditional direct marketing with more than 80% of the UK’s online population receiving an electronic direct mail (e-DM) during December 2001, according to a report from NetValue.

The report shows that the amount of e-DMs sent last year increased by more than 100%, with the number of marketing emails rising from just over 50 million in January 2001 to nearly 103 million by the end of the year.

According to NetValue, British and French marketeers run more email marketing campaigns than any other country in Europe, with the respective online populations of each country receiving more than 12 e-DMs per-person per-month. In the UK an average of 37 emails were received per person in December 2001, more than 30% of which were marketing emails.

Ebay and Yahoo were found to have been the most active brands in terms of email marketing activity, each sending over 5 million emails in December 2001.

NetValue’s UK managing director, Alki Manias, said: “The internet has become a dynamic exchange zone between brands and consumers. The ability to monitor marketing email allows business to have a comprehensive view of consumer behaviour and client relationship management, whether through promotion operations or customer loyalty development.”

Research from LemonAd shows that internet advertising is becoming increasingly popular, with the number of online ad campaigns for 2001 totalling 64,000 (see Feature: Online Advertising Comes Of Age).

NetValue: 020 7470 5720 www.netvalue.com

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