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Email Marketing Census 2011

Email Marketing Census 2011

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Published by Econsultancy

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Published by: Econsultancy on Mar 03, 2011
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03/03/2011

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Market Data/ Supplier Selection /Event Presentations / User ExperienceBenchmarking / Best Practice /Template Files / Trends and Innovation
 
SAMPLE: EmailMarketing Industry Census 2011
In association with Adestra
Sample only, please download the full report from:
 
 
 
SAMPLE:EmailMarketingIndustry Census 2011
  
Econsultancy London
4th Floor, 91-93 Farringdon RdLondon EC1M 3LNUnited Kingdom Telephone:+44 (0) 20 7269 1450 http://econsultancy.comhelp@econsultancy.com
Econsultancy New York 
41 East 11th St., 11th FloorNew York, NY 10003United States Telephone:+1 212 699 3626 
 
All rights reserved. No part of this publication may bereproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recordingor any information storage and retrieval system, withoutprior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
Published  March 2011 
 
 
 
Email Marketing Industry Census 2011
In association with Adestra
 
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011 
Contents
 
1.
 
Executive summary and highlights ................................. 1
 
2.
 
Introduction by Adestra................................................... 4
 
2.1.
 
About Econsultancy ..................................................................... 1
 
2.2.
 
About Adestra ............................................................................... 1
 
3.
 
Methodology and sample ................................................. 2
 
3.1.
 
Methodology ................................................................................ 2
 
3.2.
 
Respondent profiles .................................................................... 2
 
3.2.1.
 
Email marketing role ............................................................... 2
 
3.2.2.
 
Number of employees .............................................................. 3
 
3.2.3.
 
Business sector ......................................................................... 4
 
3.2.4.
 
Geography ................................................................................ 5
 
4.
 
Findings ........................................................................... 6
 
4.1.
 
Approach to email and use of email service providers .............. 6
 
4.1.1.
 
Approach to email marketing .................................................. 6
 
4.1.2.
 
Primary ESP ............................................................................. 7
 
4.1.3.
 
Use of ESP beyond basic broadcast of email ........................... 8
 
4.1.4.
 
Range of ESP services used ..................................................... 9
 
4.1.5.
 
Proportion of email functionality used.................................. 14
 
4.1.6.
 
Types of audience targeted .................................................... 16
 
4.2.
 
Volume of email and budget ...................................................... 17
 
4.2.1.
 
Number of emails sent ........................................................... 17
 
4.2.2.
 
Online marketing budget split ............................................... 19
 
4.2.3.
 
Annual spend on email marketing ........................................ 20
 
4.3.
 
Effectiveness and practices ....................................................... 23
 
4.3.1.
 
Ranking of channels for return on investment ..................... 23
 
4.3.2.
 
Email marketing practices ..................................................... 27
 
4.3.3.
 
Use of triggered emails .......................................................... 32
 
4.3.4.
 
Amount of testing .................................................................. 36
 
4.3.5.
 
Types of testing ...................................................................... 38
 
4.3.6.
 
Barriers to effective use of email ........................................... 41
 
4.4.
 
Deliverability ............................................................................. 45
 
4.4.1.
 
Proportion of email budget lost through non-delivery ......... 45
 
4.4.2.
 
Impact on improving email deliverability ............................. 47
 
4.4.3.
 
Primary data sources for acquisition and retention .............. 49
 

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