May 04, 2010
Chart

New Chart: How Effective is Email Marketing?

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SUMMARY: We asked more than 1,400 marketers for their opinions on how the effectiveness of email for marketing purposes was changing. Their answers may surprise you. Check out this week’s chart to see the results.
By Sergio Balegno, Research Director

Email Marketing Effectiveness is Still Strong
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In general, the effectiveness of email for marketing purposes is doing well. More than 3 times the percentage of marketers who said the effectiveness of the medium is decreasing said it is increasing. Despite the challenges that marketers have with email, their opinion of the medium is still quite strong. This attitude is one reason for the continuing shift in marketing budgets from other tactics to email.

Marketers at larger organizations -- those with more access to, and opinions based on, quantifiable data -- are more likely to think that email effectiveness is "increasing a little" than their counterparts at smaller organizations.

Good news for consumer marketers -- email effectiveness is "increasing a lot" by a rate of nearly 2 to 1 over those in the B2B channel. An emphasis on list segmentation practices, content relevancy and user preferences may be the differentiating factors between the two channels.

Agencies are not as optimistic as their clients about the effectiveness of client email marketing programs. Approximately 27% of agencies said their clients’ email effectiveness is decreasing. This compares to 19% of marketers in general.

For additional research data and insights about email marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Email Marketing Benchmark Report.


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