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Which are the most effective types of marketing email? [#DigitalInsights]

Author's avatar By Susanne Colwyn 21 Apr, 2015
Essential Essential topic

New DMA research shows the trends in email effectiveness - which these types of emails work for you?

We are excited to share the findings from the DMA's 'National Client Email Report 2015' which has just been published. It reinforces the effectiveness of email as one of the core digital marketing techniques and shows that email marketing is still growing in popularity and its success is derived from an integrated marketing approach, accessibility to Marketing Automation and being impacted by the rise in mobile with an email-mobile relationship, which they refer to as a 'mobile first-medium'.

Companies are seeing return from continuing to use email marketing - according to the report Email has an average return of 38:1!'

Which emails generate the most revenue?

We know intuitively that effective emails are personalised, so it's good to see an improvement in targeting practice with revenue from unsegmented emails to the whole list dropping to 14% of revnue. Amongst respondents, segmented-targeted emails now account for over 58% of revenue.

DMA research email types

You can see that there is also a substantial growth in triggered email campaigns, as a result of Marketing Automation Systems/Tools. The driver here is from higher CRO through 'timing and contextual relevance' rather than volume. The research also shows the revenue generation arises from Marketers offering relevant messages/offers throughout the customer life cycle.

Which are the most popular type of emails?

The research went into more depth on the types of emails - respondents were asked to rate the most popular. It's the most comprehensive list of the different types of emails available.

Most popular types of emails


You can see that marketers use a wide variety of approaches to reach their clients but newsletters, welcome messages, and customer surveys are the top three ways for them to achieve their campaign objectives. Welcome messages, the second most popular email type, are easily created through any professional ESP or email marketing software and are often used for engagement or direct sales objectives.

Once marketers use welcome emails, they are more likely to use other time and behaviour triggered messages like purchase confirmations or birthday emails.

Registered members on Smart Insights can find out the latest trends in email creative, content and targeting in our guide published at the start of the year

Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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