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IN BRIEF
MARKETERS NEED BETTER
EMAIL STRATEGY – DMA
While seven out of 10 marketers are expecting their email mar-
keting spend to increase in 2010, a recent survey from the
Direct Marketing Association (DMA) in the UK suggests that
Tom Trainor, chief executive,
strategic planning and best practice processes in this area are
MII, and Jim Glennon, chair-
lagging behind. man, Edelman, at the launch of
The DMA’s latest National Client Email Survey report reveals
the Edelman Trust Barometer
that less than half of marketers have a strategy for maximum
email contact frequency, only a quarter can calculate the value
Ireland suffers from
of an email address and 12pc don’t know how many emails an
address should receive each month.
“As the recession forces many businesses to cut or freeze
profound trust crisis
marketing costs across the board, the continued growth in
Ireland is suffering from a profound and continued trust crisis.
expenditure is testament to email’s enduring value,” said
According to the Edelman Trust Barometer, Irish people have the
Richard Gibson, chair of the DMA Email Marketing Council
lowest level of trust in politics and business out of 22 countries
Benchmarking Hub. “However, in a bid to stretch this value in
surveyed.
difficult economic times, marketers are increasing the volume
Trust in government and business in Ireland is the lowest in
of emails. Without the correct best practice and evaluation
Europe, with business falling from 38pc in 2009 to just 31pc in this
measures in place, these companies risk alienating customers
year’s survey. This compares with a global average of 50pc.
by over-mailing, which can in turn lead to deliverability issues.”
Government (the political process) fares little better, with trust lev-
According to the report, deliverability is the biggest concern
els plummeting to an all-time low of 28pc from 31pc against a
for marketers when it comes to email marketing, followed by
global average of 49pc.
conversion rates, return on investment and reputation. Sender
Trust in the media and NGOs has also fallen, but to a lesser
reputation is ranked as the most important deliverability factor
extent. Trust in traditional news sources such as TV news (-24
by 36pc of surveyed marketers, followed by list hygiene (20pc)
points), radio news (-18 points) and newspapers (-24 points) has
and email content (18pc).
dropped sharply in Ireland in just two years, with academics or
experts (55pc) and non-profit or NGO representatives (52pc) seen
as the most credible spokespeople in Ireland.
NNI REGIONAL AND LOCAL
87pc of Irish adults continue
GROUP ESTABLISHED
to listen to radio daily – JNLR
The National
Some 87pc of Irish adults listen to radio every week day, according
Newspapers of Ireland (NNI) has established an
associated organisation to be made up of the 36 local and
to the latest JNLR/Ipsos MRBI report.
regional newspapers owned by its member publishers.
The report, which covers the 12-month period to December
The new group, NNI Local & Regional Newspapers, has
2009, reveals that 58pc of adults in Ireland listen to their local or
appointed Dan Linehan, chief executive of TCH Regional
regional station on a daily basis. This compares to 50pc tuning
Newspapers, as its first chairman. Frank Cullen, co-ordinat-
into national radio every day and represents an increase of 1pc for
ing director of NNI, will assume the same role for NNI Local
the local/regional sector.
& Regional Newspapers.
Local/regional radio attracts a greater proportion of listeners in
“The objectives of NNI Local & Regional Newspapers will
the Cork, south east, south west and north west regions (60pc),
very much mirror those of NNI, promoting the unique quali-
while in Dublin and the north east regions a larger audience tunes
ties of local and regional newspapers and actively engaging
into national radio every day. Irish audiences tune in, on average,
with the legislators on the issues affecting local press,” said
for almost four hours per day during the prime 7am–7pm time.
Linehan.
14 Marketing Age Volume 4 Issue 1 2010
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