This document summarizes the findings of an annual email marketing census conducted in 2011. Key findings include: - Many companies are sending more emails and spending more on email marketing compared to 2007. However, integration with other channels remains a challenge. - Email consistently provides high returns on investment but many companies still fail to implement best practices like testing. - Barriers to effective email include outdated lists, lack of focus on deliverability, and disconnected systems between email and other channels.

1. Email Marketing Census 2011Linus GregoriadisResearch Director Econsultancy.comlinus.gregoriadis@econsultancy.comhttp://econsultancy.comIn association with Adestra

2. OverviewMethodology

3. Findings

4. Approach to email and use of ESPs

5. Volume of email and budget

6. Effectiveness and practices

7. Deliverability

8. Integration

9. Social media

10. QuestionsMethodologyOnline survey in January and February 2011Fifth annual Email Marketing CensusOver 850 respondents, including539 company email marketers230 supplier respondents (ESPs/agencies)Majority of respondents UK-basedAcross a wide range of business sectors

11. What’s changed since 2007?|4|Course Title

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

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

14. Use of ESP services

15. What hasn’t changed since 2007?|8|Course Title

16. Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’Email consistently top/second top channel for ROI since 2008

17. Average split of online marketing budgets

18. Use of best practices|11|Course Title

19. Companies using range of email practices

20. Change in use of email marketing practices

21. Companies ‘planning’ practices

22. Companies not doing, or even planning

23. Photo credit: Jesse Therrienon stock.xchngOnly 32% of companies carry out a regular amount of testing. Most of them just tip their toes.|16|Course Title

24. Amount of testing

25. Barriers to effective email marketing|18|Course Title

26. Barriers to effective use of email (top five)

27. Barriers to effective use of email (2007)

28. Deliverability|21|Course Title

29. Photo credit: Crystal Leigh Shearin on stock.xchngFew organisations are adopting a focused, strategic approach to deliverability…|22|Course Title

30. Impact on improving deliverability64% think that clean and up-to-date lists have major impact

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

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

33. Integration|26|Course Title

34. Level of integration with other activities

35. Photo credit: Josh Kluteon stock.xchngSocial mediaMore than half of companies say that disconnected systems/technologies are the single biggest barrier to effective email integration.|28|Course Title

36. Barriers to effective email integration

37. Social media|30|Course Title