£9.11 – the value of an email address?

In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what value their clients could allocate to an email address.

The average result came to £9.11 – but how did the DMA come to this figure and is it right to use it to inform your marketing activities?

You can read the post in full here on the eConsultancy site

Rob Amos, Client Strategy Manager