Posts tagged with Email Marketing Census

Email is not dead. Here are five reasons it's alive and well

Email and SEO must feel quite victimised within the marketing world, as people are always proclaiming them to be deceased.

While it’s true that consumer apathy, spam filters, increasing competition and changes to the Gmail inbox are making things more difficult for brands, it is clearly nonsense to suggest that email marketing is on the way out.

So to fight back against the haters, here are five reasons why email is clearly alive and well.

And for more information on this topic, download the Econsultancy/Adestra Email Marketing Census 2014 or the Email & eCRM section of the Internet Statistics Compendium...

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email census front cover

22% of UK businesses have 'non-existent' mobile email strategy: report

More than half of UK businesses describe their mobile email strategy as ‘basic’ (39%) or ‘non-existent’ (22%), according to a new report from Econsultancy and Adestra.

This is despite the fact that the consumer shift to mobile means that many businesses find that upwards of 50% of their email marketing messages are opened on a smartphone.

The survey also found that just 5% of businesses have a ‘very advanced’ mobile email strategy while 12% classify their current efforts as ‘quite advanced’.

The eighth annual Email Marketing Industry Census is based on a survey of more than 1,100 respondents.

It looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

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Poor quality data is the biggest barrier to effective email marketing: report

Poor quality data is the biggest barrier to effective email marketing, according to the new Econsultancy/Adestra Email Marketing Census 2013.

Half (50%) of respondents stated that the quality of their email database caused problems with their email campaigns, meaning that it has been the most common barrier for three years running.

A further 43% cited a lack of strategy as a key problem, followed by lack of time (41%) and poor segmentation (39%).

The Email Marketing Census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

More 1,300 respondents took part in the 2013 Census, which took the form of an online survey in January and February 2013.

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66% of marketers say email delivers 'excellent' or 'good' ROI

Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI, with 8% of businesses achieving more than half of their sales through this channel.

The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which shows that despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI.

The 2013 version of this report covers new and changing trends within this key marketing channel, and its integration with other areas of marketing and key business functions.

But in spite of the strong potential for delivering a great return in investment, companies are spending too little time on optimisation of campaigns compared to design and content.

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Email is most important channel for driving Christmas sales: infographic

Email is considered to be the most important channel for driving online sales this Christmas, according to a survey of marketing professionals by eCircle.

More than 40% of respondents said email is ‘very important’ for driving sales, followed by SEO and SEM (both 33%).

In comparison, social media is considered to be the fourth most important channel with 20%.

This tallies with data from the Econsultancy / Adestra Email Marketing Census.

It shows that more than two-thirds of companies (70%) rate email marketing as ‘excellent’ (23%) or ‘good’ (47%) in terms of return on investment. While this represents a slight fall from 2011 (72%), this is still a higher ROI than any other digital marketing channel except search engine optimisation (79%).

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Marketing emails account for 70% of spam complaints

A new report has found that marketing emails account for more than two-thirds (70%) of spam email complaints.

This is despite the fact that marketers only account for 18% of total email volume and just 0.03% of unique domains seen by ISPs.

Return Path’s Q3 Intelligence Report, which tracked more than 315,000 campaigns, suggests the disproportionately high number of spam complaints is caused by the fact that pushing emails to the spam folder has become a shortcut for deleting them.

But it’s not difficult to see why consumers might feel overwhelmed by marketing messages.

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20% of marketing emails missing inboxes: survey

Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US.

This statistic comes from a Return Path Deliverability benchmark report, and suggests that a significant proportion of marketing budgets are being wasted.

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Retailers should be emailing checkout dropouts

Though the majority of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets, yet 46% of consumers say they would be likely to complete a purchase if they received a reminder. 

An e-Dialog survey revealed the latter statistic, while our Email Marketing Census earlier this year found that 67% of companies were not employing this tactic to attempt to revive abandoned sales.

The email survey also revealed some useful stats about email's effectiveness as a direct marketing channel, and the potential for driving offline sales. Some highlights after the jump...

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