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Charity marketing emails least opened by public, says DMA

16 Aug 2017 News

Marketing emails sent by charities are the least likely to be opened by members of the public, according to research by the Direct Marketing Association.

The DMA’s Email Benchmarking Report 2017, published yesterday, found that marketing emails are opened and read around 14.2 per cent of the time on average but said that consumers are becoming “more cautious about clicking”, with aggregate opening rates falling by 0.2 per cent in the last year.

In terms of sector performance, the voluntary sector was found to have the least opened marketing emails, with only 6 per cent being opened. The charity sector was also the second worst performing sector overall when it came to click through rates, with only 0.83 per cent, which the DMA report said echoed “the pattern observed in open rates”.

The report also said that the poor performance of not-for-profit emails raised “concerns about the relevance of those emails as they reach the consumers’ inbox”.

The travel sector was found to be the strongest performing sector in terms of direct marketing email opens with 21.1 per cent, while utilities was the strongest in terms of click through with 2.5 per cent.

The figures were taken from more than 37 billion emails and compared samples provided to the DMA from 2016 and 2015 by its members. 


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