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New digital devices and services are causing large shifts in online behavior, altering how consumers are using email. Marketers are responding to the new mix, and adjusting their email strategies to compensate. Challenges abound, but there are also new opportunities just waiting to be maximized.

This 42-page study, asks over 450 in-the-trenches North American email marketing experts about:

  • Integrating email and social media
  • Email use trends
  • Spending trends & Budget distribution
  • Segmentation & Personalization 
  • Automation
  • Benchmarking KPIs

Conducted in partnership with the Email Experience Council of the Direct Marketing Association, this report features 45 charts, covering a range of topics, and broken down by target market. It will be an asset to all levels of marketers, from beginners who are just learning about email marketing, to experienced professionals seeking to benchmark their performance and outlook against their peers.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Challenges to Email
  4. Email and Social
  5. Testing and Tracking
  6. Budgeting and Financial Metrics
  7. Email Benchmarks
  8. Personalization & Segmentation
  9. List Size and Growth
  10. Automation
  11. Improving Email Performance
  12. Methodology and Respondent Demographics

Table of Figures

Figure 1: Challenges to Future Success in Email

Figure 2: Clients’ Use of Email: The Agency View

Figure 3: Social and Email Integration

Figure 4: Social and Email Integration (B2C)

Figure 5: Social and Email Integration (B2B)

Figure 6: Email Factors Tested

Figure 7: Email Factors Tested (B2C)

Figure 8: Email Factors Tested (B2B)

Figure 9: Email Metrics Tracked

Figure 10: Email Metrics Tracked (B2C)

Figure 11: Email Metrics Tracked (B2B)

Figure 12: Email Budget Distribution

Figure 13: Email Budget Distribution (B2C)

Figure 14: Email Budget Distribution (B2B)

Figure 15: Financial Metrics Tracked

Figure 16: Financial Metrics Tracked (B2C)

Figure 17: Financial Metrics Tracked (B2B)

Figure 18: B2C Lead Generation – Newsletter Benchmarks

Figure 19: B2C Lead Generation – Sales Email Benchmarks

Figure 20: B2B Lead Generation – Newsletter Benchmarks

Figure 21: B2B Lead Generation – Sales Email Benchmarks

Figure 22: B2C Direct Sales – Newsletter Benchmarks

Figure 23: B2C Direct Sales – Sales Email Benchmarks

Figure 24: B2B Direct Sales – Newsletter Benchmarks

Figure 25: B2B Direct Sales – Sales Email Benchmarks

Figure 26: Definitions of Inactivity

Figure 27: Factors in Personalization/Segmentation

Figure 28: Factors in Personalization/Segmentation (B2C)

Figure 29: Factors in Personalization/Segmentation (B2B)

Figure 30: Preferences Offered to Subscribers

Figure 31: Preferences Offered to Subscribers (B2C)

Figure 32: Preferences Offered to Subscribers (B2B)

Figure 33: Changes in List Size

Figure 34: Changes in List Size (B2C)

Figure 35: Changes in List Size (B2B)

Figure 36: Effectiveness of Automated Triggers

Figure 37: Effectiveness of Automated Triggers (B2C)

Figure 38: Effectiveness of Automated Triggers (B2B)

Figure 39: Word Cloud – “What’s the Key to Effective Email?”

Figure 40: Respondent Organizations by Type

Figure 42: Target Markets of Respondent Organizations

Figure 43: Respondents’ Primary Conversion Goal

Figure 44: Respondents’ Database Size (B2C)

Figure 45: Respondents’ Database Size (B2B)

Downloads

  • Pdf SAMPLE: Sample for Email in Action (505 KB PDF)
  • Pdf Disabled Email in Action Report (845 KB PDF)
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