Recent research published by the DMA highlighted a statistic that we in the email marketing sector should draw great strength from: consumers prefer to receive direct marketing messages via email rather than any other channel.

Of the 1,367 consumers interviewed for the 2009 Marketing-GAP Tracking Study, conducted by online market research company fast.MAP and the DMA, 51 per cent expressed an interest in receiving marketing emails about companies they know. Direct mail was the second most-popular channel, with 38 per cent of people open to receiving items of this sort.

This is great news for a marketing medium that is still in its infancy, but it is no time for complacency. We need to ensure that we become ever-more sophisticated in our approach so that we can continue to meet the needs and expectations of consumers.

In this month’s Infobox Alchemy Worx’s Dela Quist looks at the selling power of the ‘nudge effect’; Skip Fidura argues his case for why email marketers should be focusing on outcome metrics, rather than process metrics; Sara Watts explains how unsubscribes can be a good thing; and News International’s Rupert Harrison describes what he likes about Molton Brown’s email marketing. For DMA members’ eyes only, this month’s special report is Eight smart customer engagement strategies.

Don’t forget that we’d also like to see you in the real world at our series of Email Customer Lifecycle seminars during 2010. On 3 March, we’ll be looking at conversion – how to earn that click and open and drive revenue. Tickets for the first Lifecycle went fast, so to guarantee your seat today, please make your booking here.

The secret power of the unopened email, Dela Quist

Process versus outcome metrics, Skip Fidura

Why Bad things are not always all that bad, Sara Watts

Campaigns we like: Molton Brown, Rupert Harrison

Special report: Eight smart customer engagement strategies by Experian Cheetahmail (available to DMA members only)