Direct Stats

Revolution UK 03-Sep-07

This month Email marketing campaign success is down to lists, offer and creative, according to the DMA's latest Email Benchmarking Survey (Q4, 2006). Hayley Pinkerfield reports.

A well-segmented list with an appropriate and powerful call to action in
acceptable creative will deliver most of the response in email
marketing, it found. Respondents attributed 42 per cent of success to

targeting/lists, 33 per cent to the offer, and 25 per cent to

creative.

The DMA warns that the timing of the email has marginal effect on
campaign success. Conversely, a message sent anytime will work fairly
well if it goes to the right people with a compelling offer.