Email Marketing Census 2011 Presentation

Linus GregoriadisResearch Director Econsultancy.com

[email protected]

http://econsultancy.com

Email Marketing Census 2011

In association with Adestra

Sample only, please download the full report and presentation from:

http://econsultancy.com/reports/email-census


| Email Marketing Census| 2

Overview

Methodology

Findings

–Approach to email and use of ESPs

–Volume of email and budget

–Effectiveness and practices

–Deliverability

–Integration

–Social media

Questions


Methodology

Online survey in January and February 2011

Fifth annual Email Marketing Census

Over 850 respondents, including

–539 company email marketers

–230 supplier respondents (ESPs/agencies)

Majority of respondents UK-based

Across a wide range of business sectors

| 4| Course Title

What’s changed since 2007?


Number of emails sentCompanies sending more than 50,000 emails each month

2007 2008 2009 2010 20110%

10%

20%

30%

40%

50%

60%

70%

40%

44%

54% 55%

60%


Annual spend on email marketingCompanies spending more than £50,000 per year

2007 2008 2009 2010 20110%

5%

10%

15%

20%

25%

30%

17%

19%

22%

18%

25%


Use of ESP services




| 8| Course Title

What hasn’t changed since 2007?


Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’

Email consistently top/second top channel for ROI since 2008





Average split of online marketing budgets




| 11| Course Title

Use of best practices


Companies using range of email practices

Basic s

egmenta

tion

Regular l

ist c

leansin

g

Use of t

ransactio

nal em

ails fo

r mark

eting

Sharing o

f conte

nt on s

ocial n

etwork

s

Re-mark

eting

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%76%

52%47% 44%

37%


Change in use of email marketing practices





Companies ‘planning’ practices





Companies not doing, or even planning




| 16| Course Title

Only 32% of companies carry out a regular amount of testing. Most of them just tip their toes.

Photo credit: Jesse Therrien on stock.xchng


Amount of testing




| 18| Course Title

Barriers to effective email marketing


Barriers to effective use of email (top five)

Qualit

y of e

mail

database

Lack of s

trate

gy

Lack of s

egmenta

tion

Lack of s

kills &

train

ing

Lack of r

elevant c

ontent

0%

10%

20%

30%

40%

50%

60%55%

50% 49%

36%

31%


Barriers to effective use of email (2007)




| 21| Course Title

Deliverability

| 22| Course Title

Few organisations are adopting a focused, strategic approach to deliverability…

Photo credit: Crystal Leigh Shearin on stock.xchng


Impact on improving deliverability

64% think that clean and up-to-date lists have major impact

0%

10%

20%

30%

40%

50%

60%

70%64%

52%

44%

34%

23%19% 19%

17%


Primary data sources for acquisitionFor your acquisition emails, what best describes your primary source of data?





Primary data sources for retentionFor your retention emails, what best describes your primary source of data?




| 26| Course Title

Integration


Level of integration with other activities




| 28| Course Title

Social media

More than half of companies say that disconnected systems/technologies are the single biggest barrier to effective

email integration.

Photo credit: Josh Klute on stock.xchng


Barriers to effective email integration

| 30| Course Title

Social media


Relationship between email & social media

Almost half (45%) manage as two separate channels





Relationship between email & social media

52% of companies say that social media is not a significant source of new email subscribers

Only 37% of companies say that email is successful in generating social media activity

“People in charge of email and social media don’t have the vision necessary to leverage

the complementary nature of those media.”

“We don’t use email marketing for the

purpose of generating ‘conversations’ – an area which is needed to take

a strategic stab at.”

“Content within email is mainly sales as opposed to social and rich content that appeals to sharing on

social networks.”

“Too many cooks – not

enough integration.”


Measuring the impact of email on social media - challenges




| 34| Course Title

Focus for 2011


Email marketing focus for 2011

Segm

enta

tion

Deliv

erin

g rele

vant c

omm

unicat

ions

List /

dat

a qual

ity

Mea

sure

men

t and a

nalyt

ics

Behav

ioura

l res

ponse m

arke

ting

Strate

gy an

d cam

paign p

lannin

g

Campai

gn optim

isat

ion

Social

med

ia in

tegra

tion

Autom

ated

cam

paigns

Perso

nalis

atio

n

Dynam

ic c

ontent s

olutio

ns

Deliv

erab

ility

Desig

n and c

opywrit

ing

Mobile

inte

gratio

n0%

5%

10%

15%

20%

25%

30%

35%32%

29%

26%25% 24% 23% 23% 23%

20%

17% 16%

13% 13%

7%


Summary

Increased uptake in some areas of best practice, but many companies are still failing to do the basics, including testing and basic steps to improve deliverability.

On-going struggle to integrate email with other parts of the business so that it doesn’t function in a silo. The desire is often there, but not always the technology or the know-how to join things up.

Email remains a fundamental channel for engagement and for ROI. Companies are taking a big gamble if they don’t invest resources here.


Questions?

Download the full reporthttp://econsultancy.com/reports/email-census

All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.

Technology

Email Marketing Census 2011 Presentation