Email Marketing Census 2011 Presentation


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The fifth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers.
The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

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Email Marketing Census 2011 Presentation

  1. 1. Email Marketing Census 2011<br />Linus Gregoriadis<br />Research Director <br /><br /><br /><br />In association with Adestra<br />
  2. 2. Overview<br /><ul><li>Methodology
  3. 3. Findings
  4. 4. Approach to email and use of ESPs
  5. 5. Volume of email and budget
  6. 6. Effectiveness and practices
  7. 7. Deliverability
  8. 8. Integration
  9. 9. Social media
  10. 10. Questions</li></li></ul><li>Methodology<br />Online survey in January and February 2011<br />Fifth annual Email Marketing Census<br />Over 850 respondents, including<br />539 company email marketers<br />230 supplier respondents (ESPs/agencies)<br />Majority of respondents UK-based<br />Across a wide range of business sectors<br />
  11. 11. What’s changed since 2007?<br />|4<br />|Course Title<br />
  12. 12. Number of emails sent<br />Companies sending more than 50,000 emails each month<br />
  13. 13. Annual spend on email marketing<br />Companies spending more than £50,000 per year<br />
  14. 14. Use of ESP services<br />
  15. 15. What hasn’t changed since 2007?<br />|8<br />|Course Title<br />
  16. 16. Ranking of channels for ROI <br />Proportion of companies ranking as ‘excellent’ or ‘good’<br />Email consistently top/second top channel for ROI since 2008<br />
  17. 17. Average split of online marketing budgets<br />
  18. 18. Use of best practices<br />|11<br />|Course Title<br />
  19. 19. Companies using range of email practices<br />
  20. 20. Change in use of email marketing practices<br />
  21. 21. Companies ‘planning’ practices<br />
  22. 22. Companies not doing, or even planning <br />
  23. 23. Photo credit: Jesse Therrienon stock.xchng<br />Only 32% of companies carry out a regular amount of testing. Most of them just tip their toes.<br />|16<br />|Course Title<br />
  24. 24. Amount of testing<br />
  25. 25. Barriers to effective email marketing<br />|18<br />|Course Title<br />
  26. 26. Barriers to effective use of email (top five)<br />
  27. 27. Barriers to effective use of email (2007)<br />
  28. 28. Deliverability<br />|21<br />|Course Title<br />
  29. 29. Photo credit: Crystal Leigh Shearin on stock.xchng<br />Few organisations are adopting a focused, strategic approach to deliverability…<br />|22<br />|Course Title<br />
  30. 30. Impact on improving deliverability<br />64% think that clean and up-to-date lists have major impact<br />
  31. 31. Primary data sources for acquisition<br />For your acquisition emails, what best describes your primary source of data?<br />
  32. 32. Primary data sources for retention<br />For your retention emails, what best describes your primary source of data?<br />
  33. 33. Integration<br />|26<br />|Course Title<br />
  34. 34. Level of integration with other activities<br />
  35. 35. Photo credit: Josh Kluteon stock.xchng<br />Social media<br />More than half of companies say that disconnected systems/technologies are the single biggest barrier to effective email integration.<br />|28<br />|Course Title<br />
  36. 36. Barriers to effective email integration<br />
  37. 37. Social media<br />|30<br />|Course Title<br />
  38. 38. Relationship between email & social media<br />Almost half (45%) manage as two separate channels<br />
  39. 39. Relationship between email & social media<br />“People in charge of email and social media don’t have the vision necessary to leverage the complementary nature of those media.”<br />52% of companies say that social media is not a significant source of new email subscribers<br />Only 37% of companies say that email is successful in generating social media activity<br />“Too many cooks – not enough integration.”<br />“Content within email is mainly sales as opposed to social and rich content that appeals to sharing on social networks.”<br />“We don’t use email marketing for the purpose of generating ‘conversations’ – an area which is needed to take a strategic stab at.”<br />
  40. 40. Measuring the impact of email on social media - challenges<br />
  41. 41. Focus for 2011<br />|34<br />|Course Title<br />
  42. 42. Email marketing focus for 2011<br />
  43. 43. Summary<br />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.<br />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. <br />Email remains a fundamental channel for engagement and for ROI. Companies are taking a big gamble if they don’t invest resources here. <br />
  44. 44. Questions?<br /><ul><li>Download the full report </li></ul>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 © Ltd 2011.<br />