Yoram Wurmser

Heather Fletcher is senior content editor with Target Marketing.

By any nomenclature, direct marketing spend is outpacing that of brand marketing. But that appears to represent a percentage shift toward direct rather than a complete turn away from brand. “Powered by online media, direct marketing grew from 47.9 percent in 2006 to 52.1 percent in 2011,” says Yoram Wurmser, PhD, marketing consultant and former head of the research department at the Direct Marketing Association (DMA). “As online pay per action models continue to develop and attribution becomes more sophisticated, direct’s share should continue to grow.”

The Direct Marketing Association's Email Experience Council and Epsilon today released the Q4 2011 North America Email Trends and Benchmarks Results. For the first time, the report includes an analysis of triggered email messages, revealing that triggered messages represented 2.8 percent of total email volume measured in the report in Q4. These messages had 96 percent higher open rates and 125 percent higher click rates than "business as usual" messages.

The Direct Marketing Association's Email Experience Council and Epsilon today released the Q4 2010 North America Email Trends and Benchmarks Results, which show an increase in conversion rates of 16.1 percent over Q4 2009.  The 2.9 percent conversion rate is the strongest over a two-year period.

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