Market Data

Email Marketing Census 2011

By Econsultancy,

There is a newer version of this report available: Email Marketing Industry Census 2016


The fifth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers.

The 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.

Almost 900 respondents took part in the 2011 Census, which took the form of an online survey in January and February 2011.

The 73-page 2011 census report, also summarised in presentation format, contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:

  • Andrew Lloyd Gordon, Online Marketing Expert, Speaker and Trainer
  • Dave Chaffey, CEO of and author of the Econsultancy Best Practice Guide to Email Marketing
  • James Gurd, E-commerce Consultant
  • Jim Sterne, Founder, Target Marketing
  • Louise Colligan, Head of Digital Marketing Solutions, Reed Business Information
  • Mark Brownlow, Publisher of Email Marketing Reports and Editor of ‘No Man is an Iland’ blog
  • Mark Kelleher, Head of Technology for Marketing & Audiences, Communications & the Archive at BBC
  • Morgan Stewart, Co-Founder and CEO, Trendline Interactive
  • Stefan Tornquist, US Research Director, Econsultancy
  • Steve Kemish, Director, Cyance & Chair of IDM Digital Marketing Council

The report findings are divided into the following sections:

  • Approach to email and use of ESPs
  • Volume of email and budget
  • Effectiveness and practices
  • Deliverability
  • Integration
  • Social media
  • Email marketing focus

Highlights from the findings include:

  • Just over half of companies (51%) are now using an application service provider or a hosted service.
  • Significantly more companies are now using automated campaigns compared to last year.
  • The proportion of companies sending more than 50,000 emails each month has gradually increased in the last four years.
  • The vast majority of responding companies (72%) rate email as 'excellent' or 'good' for return on investment.
  • Email and social media activity are managed as two separate channels by almost half of companies (45%).

You can download a free sample of this report to learn more.


  • Pdf SAMPLE: Email Marketing Census 2011 (402 KB PDF)
  • Pdf Disabled Email Marketing Census 2011 (2.4 MB PDF)
  • Powerpoint Disabled Email Marketing Census 2011 Presentation (5.67 MB Microsoft PowerPoint)

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