When it comes to using email as a means of communicating services to the public many Councils are still not convinced about it’s relevance. However a reecent survey carried out by the DMA look pretty positive overall, with consumer approval ratings of email marketing having risen dramatically over the last 12 months.
For example, the study reports that the number of consumers surveyed who found 50% or more of the emails they received to be of interest to them rose from 9% in 2010 to 30% in 2011.
Similarly, message relevance seems to be improving, with just 24% reporting that less than a tenth of the emails they receive are relevant to them. Contrast this with 2010 dissatisfaction figure of 64%.
On perhaps an even more positive note, the survey reports that consumers are signing up to receive emails from brands they trust, in ever-greater numbers and without resistance – 50% report receiving 20 or more trusted, opted-in email campaigns each week.
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