BENCHMARKS & STATISTICS

This report provides key cost and performance benchmarks to help marketers gauge the relative efficiency of their own campaigns.  

Initially created in 2003 to detail the typical response rate for direct marketing campaigns in specific professions and channels, this edition marks the eighth in the series.  This year, for the first time, DMA has augmented its survey data with transactional data from Epsilon and Bizo, adding aggregated data on more than 29 billion emails, and more than two billion online display ads respectively.

The Q4 2011 Email Trends and Benchmarks show an increase in open rates over the previous quarter and over Q4 2010. The study also shows a notable increase in average volume per client.

Five Things You Need to Know

Sponsored by Pontiflex

An End-to-End Examination of the Opt-Out Practices of the Top Online Retailers

What’s Working Now in Email Marketing: Practical Tips for Taking Your Already Successful Program to New Heights

Sign-Up Best Practices, Trends and Examples from the Top Online Retailers

Message Integrity & Email Design Issues in an Images-Off Environment

Opt-out Methods, Alternatives, Barriers & Other Process Elements Used by Top Online Retailers

345 responses were collected - approximately 55% were from the client side and 45% from agencies or ESPs.

A review of retailers who implement Refer-a-Friend Programs