The National Email Benchmarking Report is an attempt to track industry trends from business-to-business and business-to-consumer perspectives, and highlight areas for development and improvement within email marketing.
Richard Gibson, chair of the Email Marketing Council's benchmarking hub, said: "Email marketers are faced with ongoing challenges, especially in terms of deliverability and targeting, and this report provides the council with the information needed to tackle such issues head on."
Due to the council's concerns that solicited emails are being accidentally blocked by ISPs, the survey asks email service providers whether they are not only tracking emails that have been received, but also that emails, which have not bounced back, have successfully landed in inboxes and not in "bulk" or "unwanted" folders.
The first set of results indicates that 41% of email service providers are also tracking whether emails get into inboxes.
Other statistics from the report include; product promotion and newsletter formats are the most popular type of emails sent, accounting for 73% of emails sent; half of all retention emails are sent once a month; and less than 40% of ESPs said that their clients tracked conversions.
The current report will be available on the and is free to DMA members. It costs £195 for non-members.
The survey is conducted on a quarterly basis by independent benchmarking forum tank!.
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