Market Data

Email Marketing Industry Census 2014

By Econsultancy,

There is a newer version of this report available: Email Marketing Industry Census 2016


The eighth 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.

With eight years' worth of data to assess, this provides an unparalled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. This report looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, marketing automation, mobile and the future of email.

Over 1,100 respondents took part in the 2014 Census, which took the form of an online survey in January 2014.

The 92-page 2014 census report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:

  • Kath Pay, Email Marketing Consultant, Speaker and Trainer, Plan to Engage
  • Andrew Campbell, Managing Director, SixC Ltd
  • Tim Watson, Email Marketing Consultant & Founder, Zettasphere
  • Mark Brownlow, Publisher of Email Marketing Reports
  • Jordie Van Rijn, Email Marketing Consultant, eMailMonday
  • Guy Hanson, Director of Consulting, EMEA, Return Path
  • Parry Malm, Director, Howling Mad Marketing
  • Steve Denner, Owner, Adestra

The report findings are divided into the following sections:

  • Approach to email and use of email technology providers
  • Resources
  • Volume of email and budget
  • Effectiveness and practices
  • Marketing automation
  • Mobile
  • Improving email marketing for the future

Highlights from the findings include:

  • Email marketing continues to deliver strong performance, regaining top spot from SEO
  • Companies are still feeling their way with marketing automation despite appreciating the benefits
  • Marketers are still spending most of their time on design and content, at the expense of planning, data and optimisation
  • 2013 was the “year of mobile”, but companies shouldn’t become complacent
  • The future will be completely integrated and personalised, but not totally automated

Table of contents

  1. Executive Summary and highlights
  2. Foreword by Adestra
    1. About Adestra
    2. About Econsultancy
  3. Acknowledgements
  4. Methodology and sample
    1. Respondent profiles
  5. Findings
    1. Approach to email and use of email technology providers
      1. Approach to email marketing
      2. Email campaign performance
      3. Technology used for email marketing
      4. How are email technology providers being used?
      5. Proportion of email functionality used
      6. Most important attributes of an email technology provider
    2. Resources
      1. Time spent on email activities
      2. Responsibility for email marketing
    3. Volume of email and budget
      1. Number of emails sent
      2. Proportion of sales from email marketing
      3. Annual spend of email marketing
      4. Proportion of marketing budget spent on email marketing
    4. Effectiveness and practices
      1. Ranking of channels for return on investment
      2. Email marketing practices
      3. Barriers to effective use of email
    5. Marketing automation
      1. Email providers’ marketing automation capabilities
      2. Automation triggers
      3. Success with automation
      4. Benefits of marketing automation
      5. Barriers to implementing marketing automation
    6. Mobile
      1. Strategy for optimising email for mobile
      2. Tactics used for implementing email marketing strategy
      3. Barriers to optimising email marketing for mobile
    7. Improving email marketing for the future
      1. What would email marketers like to improve?
      2. Email marketing focus
      3. Email marketing in five years’ time
  6. Appendix: Respondent Profiles
    1. Business Sector
    2. Type of agency
    3. Job Role
    4. Revenue
    5. Number of employees
    6. Business focus
    7. Geography

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


  • Pdf SAMPLE: SAMPLE Email Census 2014 (1.34 MB PDF)
  • Pdf Disabled Email Census 2014 (3.18 MB PDF)
  • Excel Disabled Email Marketing Industry Census 2014 Data (91.9 KB Microsoft Excel)

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