25th May 2022
Meaningful Marketing Measurement: Email Focus
In a world where consumer attention is being spread ever more thinly across multiple platforms, it is more important than ever to acknowledge the full effects of email.
Our first Meaningful Marketing Measurement: Email Focus report, in partnership with Campaigner highlights key email campaign effectiveness learnings from the DMA's Intelligent Marketing Databank.
Drawing on data from over 300 email campaigns across 1,050 entries to the DMA Awards (dating back to 2017), the Databank provides insight into the effectiveness of email, as well as how marketers are measuring email effectiveness.
A key finding from this year’s report is that marketing campaigns that include email are more effective than the average campaign, generating 2.8 effects per campaign overall (compared to 2.7 effects without).
Another key observation highlighted by the report is that email is more effective when part of a multi-channel campaign than when used in isolation. A 29% uplift in the total number of effects is recorded for multi-channel vs solus email campaigns.
Delve into this analysis of the Intelligent Marketing Databank to learn more about:
The industry's current measurement challenges
What marketers can do to overcome them
What the DMA is doing to help
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