50 (plus more!) email marketing - dmnews.commedia.dmnews.com/...email-marketing-statist_4897.pdf ·...
TRANSCRIPT
Email MarketingIndustry Statistics
50 (plus more)
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
50 (plus more) Email Marketing Industry Statistics
Despite what some people may tell you email marketing is still a great way to engage your audience increase customer loyalty and lifetime value and drive sales
We hope you find these industry statistics on email marketing helpful Wersquove divided this ebook into sections in order to group similar statistics together Wersquove also provided some key takeaways at the end of each section to help you identify some data and trends to keep an eye on
If you have any questions about these statistics or about your own email marketing efforts please let us know We have over 10 years of experience in providing email marketing solutions to clients in a variety of industries Our platform Direct|Connect 40 combines world-class email marketing website reengagement viral marketing social networks and desktop delivery into a single solution with cross-channel reporting and analytics
If yoursquod like to learn more about us please visit wwwewaydirectcom read the eWayDirect blog follow us on Twitter or call (203) 254-0404 to schedule a demo today
Contents
FrequencyDeliverabilityDesignOnline RetailersNon-ProfitPersonalizationSegmentationBudgetingROI
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
34
57
910
1112
14
2
Frequency
59 of US and UK internet users said the reason for not regularly openingreadingemail marketing messages is that they come too frequently mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Friday is the most popular day of the week to send out promotional emails with 42 ofUS online retailers sending at least one promotional email mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
22 of US internet users decided to stop purchasing from a company because of toomany or irrelevant emails mdash CMO Council and InfoPrint Solutions (2010)
41 of US internet users threatened to stop buying from companies that send themirrelevant messages mdash CMO Council and InfoPrint Solutions (2010)
2009 saw a 12 overall increase in promotional email messages from top onlineretailers mdash Smith-Harmon ldquoRetail Email Year-End Trends for 2009rdquo (2010)
Consumers aged 18-26 receive an average of 124 emails per day from companiescompared with 149 emails per day for those aged 27-38 and 159 for those aged 39-54mdash IDG Connect and MarketingSherpa (2010)
Welcoming new subscribers with an initial series of frequent and highly relevant content and promotional emails results in a 4-5 times increase in revenuemdash eWayDirect 2010 Client Study
Takeaway
Make sure you take advantage of the honeymoon period when people first sign up to receive your emails Use a series of emails to welcome people drive action and take advantage of the interest theyve shown in hearing from you
People may unsubscribe or even stop purchasing from you if you over-mail them Try giving people a choice for how often they want to hear from you it might help you stop losing as many people due to unsubscribes
3
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Deliverability
Achieving strong inbox placement remains a challenge in the b-to-b sector with a delivered rate of just 75 mdash Return Path (2010)
Only 28 of those between ages 18 and 24 say the email they currently get from companies is relevant to them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
Between the US and Canada more than 20 of commercial permission-based email doesnrsquot reach the inboxes of intended subscribers mdash Return Path (2009)
On average 276 of commercial emails sent to business addresses donrsquot reach theinbox mdash Return Path (2009)
23 of emails that marketers sent to Gmail addresses did not reach the inbox mdash Return Path (2009)
US deliverability rates are slightly better than Canadarsquos with an average of 82 inboxplacement rate mdash Return Path (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers chooseto opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
65 of those whose email software has spam filters have noticed permission-basedemails that have been filtered incorrectly down four points since last year mdash Merkle Interactive Services (2009)
TakeawayItrsquos extremely important to make sure your messages arenrsquot just get-ting sent but that theyrsquore getting delivered to the inbox Make sure to choose a strong email service provider that can walk you through the steps needed to improve your deliverability and work with the ISPs on your behalf if any problems arise
When you do send emails make sure theyrsquore relevant and add value to your subscribers
4
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
Only 33 percent of those surveyed have images turned on by default in their email client This is a vast difference from 2006 when the figure was a still-concerning 55 percent mdash MarketingSherpa (2010)
Visual appeal is an important factor for retail customersmdashand accordingly HTML formatting was favored by 95 in 2009 up from 86 in 2008 mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
37 of major online retailers provide a link to change or manage subscriptionpreferences and 22 provide a ldquochange email addressrdquo link Looking to capitalize on forwards 18 of retailers also include a subscribe link mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Over 80 of respondents plan to use video emails in 2010 while in 2009 only 157 of responders used video in their email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
64 of marketers plan to use video in email for the first time in 2010 mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
16 of mobile usersrsquo permission-based email is viewed on mobile devices - five points higher than last year mdash Merkle Interactive Services (2009)
84 of mobile usersrsquo permission-based email is viewed on computers mdash Merkle Interactive Services (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers choose to opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
5
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
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Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
50 (plus more) Email Marketing Industry Statistics
Despite what some people may tell you email marketing is still a great way to engage your audience increase customer loyalty and lifetime value and drive sales
We hope you find these industry statistics on email marketing helpful Wersquove divided this ebook into sections in order to group similar statistics together Wersquove also provided some key takeaways at the end of each section to help you identify some data and trends to keep an eye on
If you have any questions about these statistics or about your own email marketing efforts please let us know We have over 10 years of experience in providing email marketing solutions to clients in a variety of industries Our platform Direct|Connect 40 combines world-class email marketing website reengagement viral marketing social networks and desktop delivery into a single solution with cross-channel reporting and analytics
If yoursquod like to learn more about us please visit wwwewaydirectcom read the eWayDirect blog follow us on Twitter or call (203) 254-0404 to schedule a demo today
Contents
FrequencyDeliverabilityDesignOnline RetailersNon-ProfitPersonalizationSegmentationBudgetingROI
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
34
57
910
1112
14
2
Frequency
59 of US and UK internet users said the reason for not regularly openingreadingemail marketing messages is that they come too frequently mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Friday is the most popular day of the week to send out promotional emails with 42 ofUS online retailers sending at least one promotional email mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
22 of US internet users decided to stop purchasing from a company because of toomany or irrelevant emails mdash CMO Council and InfoPrint Solutions (2010)
41 of US internet users threatened to stop buying from companies that send themirrelevant messages mdash CMO Council and InfoPrint Solutions (2010)
2009 saw a 12 overall increase in promotional email messages from top onlineretailers mdash Smith-Harmon ldquoRetail Email Year-End Trends for 2009rdquo (2010)
Consumers aged 18-26 receive an average of 124 emails per day from companiescompared with 149 emails per day for those aged 27-38 and 159 for those aged 39-54mdash IDG Connect and MarketingSherpa (2010)
Welcoming new subscribers with an initial series of frequent and highly relevant content and promotional emails results in a 4-5 times increase in revenuemdash eWayDirect 2010 Client Study
Takeaway
Make sure you take advantage of the honeymoon period when people first sign up to receive your emails Use a series of emails to welcome people drive action and take advantage of the interest theyve shown in hearing from you
People may unsubscribe or even stop purchasing from you if you over-mail them Try giving people a choice for how often they want to hear from you it might help you stop losing as many people due to unsubscribes
3
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Deliverability
Achieving strong inbox placement remains a challenge in the b-to-b sector with a delivered rate of just 75 mdash Return Path (2010)
Only 28 of those between ages 18 and 24 say the email they currently get from companies is relevant to them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
Between the US and Canada more than 20 of commercial permission-based email doesnrsquot reach the inboxes of intended subscribers mdash Return Path (2009)
On average 276 of commercial emails sent to business addresses donrsquot reach theinbox mdash Return Path (2009)
23 of emails that marketers sent to Gmail addresses did not reach the inbox mdash Return Path (2009)
US deliverability rates are slightly better than Canadarsquos with an average of 82 inboxplacement rate mdash Return Path (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers chooseto opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
65 of those whose email software has spam filters have noticed permission-basedemails that have been filtered incorrectly down four points since last year mdash Merkle Interactive Services (2009)
TakeawayItrsquos extremely important to make sure your messages arenrsquot just get-ting sent but that theyrsquore getting delivered to the inbox Make sure to choose a strong email service provider that can walk you through the steps needed to improve your deliverability and work with the ISPs on your behalf if any problems arise
When you do send emails make sure theyrsquore relevant and add value to your subscribers
4
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
Only 33 percent of those surveyed have images turned on by default in their email client This is a vast difference from 2006 when the figure was a still-concerning 55 percent mdash MarketingSherpa (2010)
Visual appeal is an important factor for retail customersmdashand accordingly HTML formatting was favored by 95 in 2009 up from 86 in 2008 mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
37 of major online retailers provide a link to change or manage subscriptionpreferences and 22 provide a ldquochange email addressrdquo link Looking to capitalize on forwards 18 of retailers also include a subscribe link mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Over 80 of respondents plan to use video emails in 2010 while in 2009 only 157 of responders used video in their email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
64 of marketers plan to use video in email for the first time in 2010 mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
16 of mobile usersrsquo permission-based email is viewed on mobile devices - five points higher than last year mdash Merkle Interactive Services (2009)
84 of mobile usersrsquo permission-based email is viewed on computers mdash Merkle Interactive Services (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers choose to opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
5
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Frequency
59 of US and UK internet users said the reason for not regularly openingreadingemail marketing messages is that they come too frequently mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Friday is the most popular day of the week to send out promotional emails with 42 ofUS online retailers sending at least one promotional email mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
22 of US internet users decided to stop purchasing from a company because of toomany or irrelevant emails mdash CMO Council and InfoPrint Solutions (2010)
41 of US internet users threatened to stop buying from companies that send themirrelevant messages mdash CMO Council and InfoPrint Solutions (2010)
2009 saw a 12 overall increase in promotional email messages from top onlineretailers mdash Smith-Harmon ldquoRetail Email Year-End Trends for 2009rdquo (2010)
Consumers aged 18-26 receive an average of 124 emails per day from companiescompared with 149 emails per day for those aged 27-38 and 159 for those aged 39-54mdash IDG Connect and MarketingSherpa (2010)
Welcoming new subscribers with an initial series of frequent and highly relevant content and promotional emails results in a 4-5 times increase in revenuemdash eWayDirect 2010 Client Study
Takeaway
Make sure you take advantage of the honeymoon period when people first sign up to receive your emails Use a series of emails to welcome people drive action and take advantage of the interest theyve shown in hearing from you
People may unsubscribe or even stop purchasing from you if you over-mail them Try giving people a choice for how often they want to hear from you it might help you stop losing as many people due to unsubscribes
3
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Deliverability
Achieving strong inbox placement remains a challenge in the b-to-b sector with a delivered rate of just 75 mdash Return Path (2010)
Only 28 of those between ages 18 and 24 say the email they currently get from companies is relevant to them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
Between the US and Canada more than 20 of commercial permission-based email doesnrsquot reach the inboxes of intended subscribers mdash Return Path (2009)
On average 276 of commercial emails sent to business addresses donrsquot reach theinbox mdash Return Path (2009)
23 of emails that marketers sent to Gmail addresses did not reach the inbox mdash Return Path (2009)
US deliverability rates are slightly better than Canadarsquos with an average of 82 inboxplacement rate mdash Return Path (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers chooseto opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
65 of those whose email software has spam filters have noticed permission-basedemails that have been filtered incorrectly down four points since last year mdash Merkle Interactive Services (2009)
TakeawayItrsquos extremely important to make sure your messages arenrsquot just get-ting sent but that theyrsquore getting delivered to the inbox Make sure to choose a strong email service provider that can walk you through the steps needed to improve your deliverability and work with the ISPs on your behalf if any problems arise
When you do send emails make sure theyrsquore relevant and add value to your subscribers
4
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
Only 33 percent of those surveyed have images turned on by default in their email client This is a vast difference from 2006 when the figure was a still-concerning 55 percent mdash MarketingSherpa (2010)
Visual appeal is an important factor for retail customersmdashand accordingly HTML formatting was favored by 95 in 2009 up from 86 in 2008 mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
37 of major online retailers provide a link to change or manage subscriptionpreferences and 22 provide a ldquochange email addressrdquo link Looking to capitalize on forwards 18 of retailers also include a subscribe link mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Over 80 of respondents plan to use video emails in 2010 while in 2009 only 157 of responders used video in their email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
64 of marketers plan to use video in email for the first time in 2010 mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
16 of mobile usersrsquo permission-based email is viewed on mobile devices - five points higher than last year mdash Merkle Interactive Services (2009)
84 of mobile usersrsquo permission-based email is viewed on computers mdash Merkle Interactive Services (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers choose to opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
5
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Deliverability
Achieving strong inbox placement remains a challenge in the b-to-b sector with a delivered rate of just 75 mdash Return Path (2010)
Only 28 of those between ages 18 and 24 say the email they currently get from companies is relevant to them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
Between the US and Canada more than 20 of commercial permission-based email doesnrsquot reach the inboxes of intended subscribers mdash Return Path (2009)
On average 276 of commercial emails sent to business addresses donrsquot reach theinbox mdash Return Path (2009)
23 of emails that marketers sent to Gmail addresses did not reach the inbox mdash Return Path (2009)
US deliverability rates are slightly better than Canadarsquos with an average of 82 inboxplacement rate mdash Return Path (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers chooseto opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
65 of those whose email software has spam filters have noticed permission-basedemails that have been filtered incorrectly down four points since last year mdash Merkle Interactive Services (2009)
TakeawayItrsquos extremely important to make sure your messages arenrsquot just get-ting sent but that theyrsquore getting delivered to the inbox Make sure to choose a strong email service provider that can walk you through the steps needed to improve your deliverability and work with the ISPs on your behalf if any problems arise
When you do send emails make sure theyrsquore relevant and add value to your subscribers
4
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
Only 33 percent of those surveyed have images turned on by default in their email client This is a vast difference from 2006 when the figure was a still-concerning 55 percent mdash MarketingSherpa (2010)
Visual appeal is an important factor for retail customersmdashand accordingly HTML formatting was favored by 95 in 2009 up from 86 in 2008 mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
37 of major online retailers provide a link to change or manage subscriptionpreferences and 22 provide a ldquochange email addressrdquo link Looking to capitalize on forwards 18 of retailers also include a subscribe link mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Over 80 of respondents plan to use video emails in 2010 while in 2009 only 157 of responders used video in their email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
64 of marketers plan to use video in email for the first time in 2010 mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
16 of mobile usersrsquo permission-based email is viewed on mobile devices - five points higher than last year mdash Merkle Interactive Services (2009)
84 of mobile usersrsquo permission-based email is viewed on computers mdash Merkle Interactive Services (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers choose to opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
5
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
Only 33 percent of those surveyed have images turned on by default in their email client This is a vast difference from 2006 when the figure was a still-concerning 55 percent mdash MarketingSherpa (2010)
Visual appeal is an important factor for retail customersmdashand accordingly HTML formatting was favored by 95 in 2009 up from 86 in 2008 mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
37 of major online retailers provide a link to change or manage subscriptionpreferences and 22 provide a ldquochange email addressrdquo link Looking to capitalize on forwards 18 of retailers also include a subscribe link mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Over 80 of respondents plan to use video emails in 2010 while in 2009 only 157 of responders used video in their email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
64 of marketers plan to use video in email for the first time in 2010 mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
16 of mobile usersrsquo permission-based email is viewed on mobile devices - five points higher than last year mdash Merkle Interactive Services (2009)
84 of mobile usersrsquo permission-based email is viewed on computers mdash Merkle Interactive Services (2009)
75 of respondents say lack of relevance is the biggest reasons subscribers choose to opt out followed closely by sending too frequently (73) mdash Merkle Interactive Services (2009)
5
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Design
55 of retailers will use emails to highlight new-product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
53 of retailers will use emails to feature online-only promotions mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
62 of customers would like to communicate directly with retailers about their favoriteproducts in exchange for getting the best prices from them mdash PMN and Pace Universityrsquos Lubin School of Business (IDM) Lab (2009)
TakeawayA majority of your subscribers probably have images turned off by default in whatever email client theyrsquore using Itrsquos important that you design your emails to be functional and readable without images More importantly make sure you know how your emails look in a variety of email clients and browsers before you send them A good way to do this is to use a tool like Return Path (one of our partners)
Video in email seems to be on the rise However most people cannot play a video directly in their email clients and this can have a negative impact on deliverability clicks and sales Itrsquos probably a better bet to use a thumbnail of the video and link it to a webpage where people can watch the video there so more people can watch it
More and more people are viewing emails on their mobile devices so itrsquos important to think about how your content will look there
6
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
In 2009 35 of retailers allow a subscriber to reduce the number of emails they receiveup from 16 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
Only 16 of retailers said ldquogoodbyerdquo or ldquothank yourdquo to departing subscribers in 2009Thatrsquos down from 18 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
39 of major online retailers require three or more clicks to opt out up from 7 in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
30 of retailers send one or more emails following an unsubscribe request up from 26in 2008 mdash Smith-Harmon ldquoRetail Email Unsubscribe Benchmark Studyrdquo (2010)
34 of client-side respondents stated that email contributed to 75-100 of totalcompany sales mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
31 of client side respondents said email made up less than 25 of total company salesmdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
Email-driven sales were up 11 during the 2009 holiday season from 2008 mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
Emails promoting in-store visits in 2009 grew by 50 highlighting marketersrsquo increasedusage of email for cross-channel marketing mdash Experian Marketing Services ldquoThe 2010 Digital Marketer Benchmark and Trend Reportrdquo (2010)
32 of buyers said email was their favored method for receiving productservicesinformation compared to 20 of marketers who believed email was a buyerrsquos favoredmethod mdash IDG Connect and MarketingSherpa (2010)
65 of retailers are planning to spend more on email than originally plannedmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Online Retailers
20 of merchants queried sent abandonment emails during the surveyrsquos tracking period in Q4 a 6 increase over the same period last year mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
7
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
89 of retailers cited email as the most-mentioned successful marketing tactic overallmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
71 of retailers plan to send segmented emails to customers based on preferences andpurchase data mdash Forrester Research and Shoporg ldquoRetailing Online 2009 MarketingReportrdquo (2009)
33 of permission-based email recipients say they usually visit sites directly instead ofclicking on an email link mdash Epsilon (2009)
55 of retailers will use emails to highlight new product availability mdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Automatically sending emails to subscribers who visit your website without completing a transac-tion in addition to sending messages to subscribers that abandon the shopping cart results in 50 open rates and an 8-10 times increase in revenue per mail mdash eWayDirect Third Quarter 2010 Client Study
Takeaway
More retailers are sending emails to people who abandon their shopping carts These types of emails often deliver the highest ROI because theyrsquore sent to people who have already demonstrated a strong interest in buying products or services One of the keys is timing You donrsquot want to send a reengagement email two weeks after someone abandons a shopping cart You want to send it immediately while the product they thought about buying is still top-of-mind
More online retailers are requiring multiple clicks to opt out of receiving their emails This may sound like a good practice in theory but is actually detri-mental to your efforts You want to make it as simple as possible for some-one to opt out to decrease the likelihood that they wonrsquot be able to figure it out and will mark your emails as spam which will hurt your deliverability
Getting product information and updates via email is often peoplersquos favorite way to get this informationmdashmore so than you might think Donrsquot make the mistake of updating people on your new products and services via social media and not email
8
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Nonprofit
Email fundraising response rates were 13 and email advocacy response rates were 400 The average gift size for a one-time online gift was $8133 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Nonprofits with small email lists (under 100000 subscribers) had a much higher openrate and click-through rate and double the email fundraising response rate of mediumand large nonprofits but also had double the unsubscribe rate of their larger peers mdash M+R Strategic Services and NTen rdquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Annual nonprofit industry email file churn was just under 17 mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
The average study participant sent four emails per subscriber per month butEnvironmental nonprofits sent their subscribers 52 emails per month while Healthnonprofits sent just 21 emails per month on average mdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
Environmental nonprofits in our study raised 96 of their online revenue from one-time gifts Health nonprofits on the other hand raised 50 of their online revenuefrom ldquootherrdquo gifts (including event giving) and tribute gifts International groups leadthe way through monthly giving which made up more than 25 of their online revenuemdash M+R Strategic Services and NTen ldquo2010 eNonprofit Benchmark Surveyrdquo (2010)
TakeawayWhile nonprofits can raise money directly from email campaigns donrsquot forget that there are other uses of email (deliver information inspire people to act etc) that may get a better response and indirectly lead to more donations
Regardless of industry nonprofits should be diligent in testing frequency messages and content to see what works best just as for-profit businesses do
9
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Personalization
87 percent of UK consumers and 85 percent of US consumers state that companies should ask about their email preferences during the site registration process
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
64 of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
Takeaway
Subscribers want personalized emails that contain products and offers that are relevant to them based on their preferences and purchase histories Think about how you can segment your list and personalize emails to offer valuable content and stay relevant toyour subscribers
Dear Firstname
61 of US and UK internet users want marketers to demonstrate knowledge of the typesof offers they like in email marketing messages
mdash e-Dialog ldquoManifesto for E-mail Marketers Consumer Demand Relevancerdquo (2010)
40 of the emails received had personalized salutations down 17 from 2008
mdash E-Tail Group ldquoMore Merchants Rely on Email to Minimize Cart Abandonmentrdquo (2010)
10
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Segmentation
594 of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
349 of SMB marketers worldwide plan on using recent open or click-rate activityas a segmentation tool in upcoming email campaigns mdash GetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
448 of SMB marketers worldwide believe using behavioral targetingsegmentation can result in a significant increase in email marketing effectiveness mdashGetResponse ldquo2010 Email Marketing Trends Surveyrdquo (2010)
Among marketers worldwide surveyed in 2009 93 believe segmentation was atleast somewhat valuable for improving conversion ratesmdash Econsultancy (2009)
Eliminating non-responsive email subscribers and focusing on the most responsive segments of your email database can significantly increase deliverability revenue per email and reduce overall mailing costsmdash eWayDirect 2009 Client Analysis
TakeawaysItrsquos important to use subscriber activity to optimize your email campaigns so you can segment and target based on opens clicks purchases types of purchase frequency of purchase what pages of your website subscribers are visiting etc
11
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Budgeting
Over 40 of clients stated they had $100000 or less of annual budget dedicated to email marketing mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
15 had an annual budget dedicated to email marketing of $100001-$249999 mdashEmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 having an annual budget dedicated to email marketing of over $1000000mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
14 of clients did not know their budget mdash EmailStatCentercom ldquoCompensation amp Resources Studyrdquo (2010)
54 of marketers plan to increase email budgets in 2010mdash Exact Target (2010)
88 of retailers listed email as a high priority for the year largely to retain customersmdash Forrester Research and Shoporg ldquoRetailing Online 2009 Marketing Reportrdquo (2009)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
134 billion the number of direct marketing dollars forecast to go on email in the US in2009 mdash Email Marketing Reports (2009)
The total spend for email at $119 billion in 2008 and by 2013 it forecasts email will bea $278 billion business mdash Veronis Suhler Stevenson (VSS) 2009
Email marketing spending will continue to expand at double-digit rates mdash 185 peryear mdash for the next five years mdash Veronis Suhler Stevenson (VSS) 2009
12
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
81 of the firms that are increasing their budgets in the second half of 2009 said theyare boosting their email spending mdash StrongMail (2009)
While 60 of marketers plan to cut their traditional marketing budgets this year 47 ofmarketers plan to boost their email marketing budgets mdash Aberdeen Group ldquoRecessionary Marketing How Best-in-Class Companies Are Weathering the Stormrdquo (Jan 2009)
13
TakeawayEvery few weeks it seems like there is an article declaring that email is dead This is simply not true Email is still an effective (if not the most effective) way to engage subscribers customers and prospects True marketers understand this as indicated by their increasing email marketing budgets
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
TakeawayDone properly email marketing can help you generate a great ROI in addition to helping you increase customer loyalty and leverage your enthusiasts to help with acquisition If yoursquore going to spend money on email definitely make sure yoursquore tracking everything so you can determine what segments lists and campaigns are workingmdashand which ones arenrsquot
ROI
89 of retailers cited email is the most mentioned successful tactic overall mdash Merkle ldquoView From The Inboxrdquo (2009)
Consumers who receive both email and direct mail on average contribute about $17 in revenue and four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than four dollars in margin per household mdash Merkle ldquoDriving Successful Email and Direct Mail Integrationrdquo (2010)
58 of US Marketing Executives feel lsquoMarketing ROIrsquo is currently the most importantbuzzwordtrend to pay attention to mdash Anderson Analytics and Marketing Executives Networking Group ldquoMarketing Trends Report 2010rdquo (2010)
Email marketing will generate an ROI of $4352 in 2009 mdash DMA (2009)
42 percent of email marketers do not know their return on investmentfrom email marketing mdash Econsultancy and Adestra Email Census (2009)
14
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom
Conclusion
We hope you enjoyed these email marketing statistics and takeaways
If you found this information valuable please feel free to share it with your friends and colleagues
If youd ever like more information about what we do at eWayDirect visit our website and request a free demo of our platform
Check Out Our Blog
Connect with Us
Follow Us
Like Us
Request a Demo of theDirect|Connect Platform
15
copy2010 eWayDirect | Creative Commons License Attribution | 8886550464 | infoewaydirectcom | wwwewaydirectcom