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DMA: The facts on... email marketing
Email marketing continues to grow in popularity, with mailing volumes in the first quarter of 2006 up by 13 per cent on the previous quarter, and by 30 per cent on the first quarter of 2005. Even with this substantial rise in mailing volumes, response rates are holding up well, with average total click-through rates for retention emails holding steady at 10 per cent, and increasing from six per cent to eight per cent for acquisition emails.
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