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© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 1
Research Drawn From:
New Study Results: Email Marketing Lists, Design, Tests & Deliverability for 2007
Tuesday, December 19, 2006
Anne Holland, President
MarketingSherpa, Inc.
Stefan Tornquist, Research Director
MarketingSherpa, Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2
Research Drawn From:
Facts not opinion: MarketingSherpa Methodology
Data for our reports, case studies and
newsletters is gathered from the
following research sources:1. Survey of Email Marketers – 3,637 in November 2006
2. Lab tests and partnered research
3. “Best of” research from dozens of expert sources
including research firms, usability labs, elite vendors,
etc.
4. In-depth interviews for case studies – 600+
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 3
Research Drawn From:
First the good news…
10.9%
18.2%
29.1%
40.0%
1.7%
13.6%
6.8%
42.4%
35.6%
1.9%0%
10%
20%
30%
40%
50%
The impact ofemail isdeclining
significantly.
The impact ofemail is slowly
declining.
The impact ofemail isn'tnoticeablychanging.
The impact ofemail is
increasingslowly.
The impact ofemail is
increasingsignificantly.
B-to-C B-to-B © 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 4
Research Drawn From:
#1. Growing Your List
3.9%6.0% 5.3%
-2.90% -3.2%
22%
37%
25%
-2.1%
-10%
0%
10%
20%
30%
40%Monthly list growth Monthly list attrition Annual list growth
B-to-B B-to-C Large lists
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 5
Research Drawn From:
Test Registration/Opt-In Forms
Source: Optimost for MarketingSherpa, November 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 6
Research Drawn From:
#2. Tests That Work Best
13.8%
33.6%
34.4%
40.0%
40.7%
43.2%
44.8%
54.3%
59.4%
45.0%
51.9%
32.4%
41.4%
12.1%
15.0%
24.3%
6%
7.4%
0% 20% 40% 60% 80% 100%
Text only messages
Landing page creative(images, formatting)
A/B testing - emailcreative
Subject line tests
A/B testing - emailoffers
Landing page copy
High ROI Medium ROI Low ROI
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 7
Research Drawn From:
#2. Landing Page Test Example
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 8
Research Drawn From:
#3: Improving Delivery
SBCReputation 79%Content 21%
Mac.comReputation 83%Content 17%
ComcastReputation 85%Content 15%
RoadRunnerReputation 100%Content 0%
HotmailReputation 40%Content 60%
CablevisionReputation 79%Content 21%
NetZeroReputation 90%Content 10%
GmailReputation 100%Content 0%
Bell SouthReputation 97%Content 3%
Yahoo!Reputation 80%Content 20%
NetscapeReputation 88%Content 12%
EarthlinkReputation 77%Content 23%
ATTReputation 90%Content 10%
VerizonReputation 86%Content 14%
MSNReputation 32%Content 68%
CoxReputation 50%Content 50%
AOLReputation 100%Content 0%
USA.netReputation 78%Content 22%
Mail.comReputation 100%Content 0%
CompuServeReputation 100%Content 0%
AdelphiaReputation 44%Content 56%
Source: ReturnPath, Sender Reputation Causes Email Delivery Issues 83% of the Time, September 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 9
Research Drawn From:
The B-to-B Delivery Challenge
Source: MarketingSherpa and KnowledgeStorm, Behind the Firewall: B-to-B Email, November 2006 and ReturnPath, Corporate Spam Filter Monitor Industry Study, July 2004.
0%
14%
35%
41%
58%
80%
9%
10%
34%
37%
27%
61%
0% 15% 30% 45% 60% 75% 90%
None
Open source filteringapplications
(SpamAssasin, etc.)
Public blacklistsmaintained by people
outside your organization
Private blacklistsmaintained by yourorganization alone
Client-side filteringapplications (Norton,
McAfee, etc.)
Commercial filteringapplications or appliances
2004(ReturnPath)2006
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 10
Research Drawn From:
Email Reputation Management & Affiliate Marketing
0.30%3Sent to Forged Email Headers
0.00%0Sent to Harvested Email
0.10%1Sent through Open Relay
8.00%80Subject Line Relevancy
15.80%158Bad Unsubscribe Option
22.90%229No Postal Address Provided
57.40%574From Line Accuracy
CAN SPAM Failure RateTotal FailuresCompliance Failures by Category
Source: Lashback Inc. for MarketingSherpa, November 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 11
Research Drawn From:
#4. Improving Design
Source: MarketingSherpa and Eyetools, November 2006
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 12
Research Drawn From:
Are Consumers Viewing Images?
35%
54%
77%
79%
83%
0% 20% 40% 60% 80% 100%
At Least Occasionally Activate from UnrecognizedSenders when Contents are of Interest
At Least Occasionally Activate from TrustedCompanies Without Permission to Email Them
Occasionally Activate from Companies They DoBusiness with
Occasionally Activate from Companies withPermission to Email Them
At Least Occasionally Activate when in Statementsand Order Updates
Source: Epsilon, Default Image Suppression’s Effect on Consumers and Marketers, September 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13
Research Drawn From:
#5. Is Mobile Marketing in Your Near Future?
7.6%
29.4%
51.8%
4.3%
1.9%
0.3%
0% 15% 30% 45% 60%
We've already spent money on mobile, and willbe doing so again in 2007.
We've already spent money on mobile, butwon't be allocating budget on it for 2007.
For the first time, we've allocated budget formobile marketing campaigns in 2007.
We've allocated resources to test mobilemarketing in 2007.
We're following mobile marketing, but won't beallocating resources in 2007.
We don't see mobile applying to us in the nearfuture.
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 14
Research Drawn From:
#5. Deep Fried Mobile Goodness
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15
Research Drawn From:
For more information or to order call 877.895.1717 or
http://EmailMarketingGuide2007.MarketingSherpa.com
MarketingSherpa, Inc.
499 Main Street
Warren, RI 02885
(877) 895-1717
Outside the U.S.(401) 247-7655
http://www.MarketingSherpa.com
How to get your own copy:
Our research team welcomes feedback and/or questions.
233 charts & eight Eyetracking
heatmaps
All new results data from 3,637
real-life marketers' campaigns
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16
Research Drawn From:
Meet us in Miami March 4-6th!
650 email marketers
25+ advanced Case
Studies
4 Interactive Labs on
measurement, design,
list growth & triggered
Bootcamp training day
Delivery clinic
Networking parties,
meals & lounge
Call (877) 895-1717 or http://07EmailSummit.MarketingSherpa.com