IPA Survey Use of e-mail marketing

that have used e-mail marketing over the past six months did not intend to use it again in the coming six months. Meanwhile, 4% were unsure while 95% reported that they intended to continue use.

UK marketers remain more confident about their own company’s prospects than the outlook for their industries as a whole, according to the Institute of Practitioners in Advertising’s (IPA) Bellwether Confidence Index, exclusive to Marketing Week.

The Q1 2006 IPA Bellwether survey, conducted by NTC Economics, asked two additional questions of survey respondents*, first whether their company had used e-mail marketing in the past six months, and second whether their companies intended to use e-mail marketing in the next six months.

The survey found that 56% of companies had used e-mail marketing over the past six months while 44% had not.

The survey data also suggests that use of e-mail marketing is set to grow. Measured overall, some 65% of respondents reported that they expected to use e-mail marketing over the coming six months, while just 27% did not. The remaining 12% were unsure.

A clear majority of companies that had used e-mail marketing appeared to be sufficiently content with the activity to continue use in coming months.

Only 1% of companies that have used e-mail marketing over the past six months did not intend to use it again in the coming six months. Meanwhile, 4% were unsure while 95% reported that they intended to continue use.

Looking at those companies that have not used internet marketing over the past six months, 29% reported that they intended to start using it during the next six months, while 59% thought that they would not and 13% were unsure.

⢠The panel comprises 250 UK marketing professionals, structured according to industry contribution to GDP (gross domestic product).

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