In 2002, 69% of European advertising and marketing professionals carried out campaigns via e-mail. 61% of these seem to have 61% of European obtained good results. Because they plan to increase the budget allocation they dedicate to them for next year, according to the. Annual European Digital Marketing Survey prepared. Doubleclick based on 1,500 interviews with European marketing managers. The truth is that e-mail marketing is gaining weight in advertisers’ budgets. 38% claim to have dedicated 10% of the money allocated to direct marketing in 2002. In general, marketers use it more as a retention tool (69%) than as an acquisition tool (62%).
Not so in Spain where
The use of email to build loyalty only company data reaches 40%. Compared to other countries such as. Germany that use it 83% of the time with their existing clients. The Spanish lists are not the most refined either, as the highest return rate in Europe is recorded at 14.7%, well above the European average of 11.8%. In our country, 29% of those surveyed use third-party lists when carrying out their campaigns, a percentage similar to that of Germany (27%), but lower than other countries such as France (39%) or the United Kingdom. In the latter country, almost half of professionals reported using external email lists.
Doubleclick has also recently
Published data from the Consumer Email ALB Directory Perception. Study conducted from interviews with 5,000 European 61% of European consumers together with Claritas Interactive . Its main conclusion is that email is the preferred channel for consumers to receive information, surpassing press and publications by 25%. Furthermore, the study indicates that Spaniards are the most reluctant to give up our authorization to receive commercial emails. 62% of users in our country would give their permission for these communications, while the European average is 77%. The report also highlights that Europeans receive a weekly average of 72 electronic messages.
