|
* 46%
of small businesses use email marketing to stay in front of their
clients and prospects and that seems to be increasing about 10% a year
* 82%
use email as a time and money saving tool. The cost is often 1/10 of the
cost of traditional advertising and marketing.
*
A cross section of small businesses and organizations use email
marketing such as
- Small business owners
- Educational organizations
- Non-Profits and charities
- Medical Institutions and
Professionals
* 51%
do a blast in either a newsletter or flyer with a discount offer format
|
Most
Influential Aspect of a Marketing Email |
|
Influential Aspect |
% of Consumers |
|
Discounts or Money Off |
27% |
|
General Interest in Product |
24% |
|
Prize Draw |
20% |
|
Brand Familiarity |
20% |
|
Attractive Images |
5% |
|
Humor |
4% |
|
*
Tuesday through Thursday is the most popular days for opening email
* The
number of email users is estimated to exceed 175 million people
*
E-Marketers Advancing Their Tactics
An Internet Retailer survey found email
marketers are taking positive steps to improve their email marketing
effectiveness and boost deliverability:
79.1%:
Feature the company name prominently in the message “from” line
64.0%:
Keep key message points high up in the message body to be seen when the
message is viewed in the preview pane
63.7%:
Say they are trying to create the right mix of graphics and content in
the message.
62.0%:
Say they watch the message size to avoid sending messages that consume
too much bandwidth.
56.6%:
Segment mailing lists by one or more demographic factors, including age,
sex, income and buying history.
* The
Average size email blast is 5,000-45,000
* 41%
of email marketing users also combine their email marketing with some
form of print advertising
* 76%
email once or twice a month to their list
* Most
email is opened between 10AM – 4PM
|
Email Sample |
B2B Newsletter |
Ecommerce Email |
|
ISP/Domain |
Open |
CTR |
CTOR |
Open |
CTR |
CTOR |
|
AOL |
12.0% |
3.2% |
26.7% |
14.4% |
8.2% |
56.9% |
|
Earthlink |
42.1% |
2.6% |
6.2% |
47.4% |
14.6% |
30.8% |
|
Hotmail |
30.0% |
7.5% |
25.0% |
24.8% |
8.9% |
35.9% |
|
Yahoo! |
21.2% |
5.8% |
27.4% |
23.5% |
9.2% |
39.1% |
|
All Other Domains |
42.5% |
10.6% |
24.9% |
40.9% |
11.2% |
27.4% |
|
Total |
39.6% |
9.9% |
25.0% |
33.6% |
10.9% |
32.4% |
|
* Which
email servers block the most email?
|
ISP |
Block Rate |
|
Excite |
50.7% |
|
Adelphia |
35.5% |
|
Gmail |
34.3% |
|
Road Runner |
30.6% |
|
Hotmail |
22.7% |
|
MSN |
22.4% |
|
Verizon |
18.0% |
|
Yahoo |
15.2% |
|
AOL |
14.1% |
|
Compuserve |
11.8% |
|
*
What are marketers doing to build or
enhance customer relationships?
|
Percent of
Initiative for 2006 Holiday |
|
Initiative |
Percentage |
|
Send regular emails |
80% |
|
Use a database of customers
information such as demographics |
54% |
|
Offer VIPs special deals
such as free shipping |
44% |
|
VIP special events |
40% |
|
Frequent-shopper programs |
38% |
|
Develop targeted programs
based on clickstream data |
28% |
|
Offer customized online
experience based on preferences |
20% |
|
*
Where will marketers increase spending in online channels?
|
Percent of
Initiative for 2006 Holiday |
|
Initiative |
Percentage |
|
Email marketing |
52% |
|
Search engine marketing |
46% |
|
Search engine optimization |
37% |
|
Online banner ads |
22% |
|
|
Time of Day
Online Users Check Personal Emails at Work |
|
Time of Day |
% of Users |
|
Sporadically Throughout The
Day |
47% |
|
First Thing When They
Arrive |
25% |
|
At Lunchtime |
18% |
|
During Afternoon Break |
8% |
|
Right Before They Head Home |
2% |
|
Source:
eMarketer |
|
*
Email is Alive, Well and Improving
Email marketers, especially business marketers, remain bullish on
email's performance despite the hype for new channels such as text
messaging and podcasting. A MarketingSherpa study found 78% of business
email marketers and 69% of consumer email marketers still think that
email marketing is effective and its impact continues to grow, either
"slowly" or "significantly."
|
|
Increasing
Significantly |
Increasing Slowly
|
Not Changing
Noticeably |
Slowly Declining |
Declining
Significantly |
|
B-to-B Marketers |
35.6% |
42.4% |
6.8% |
13.6% |
1.7% |
|
B-to-C Marketers |
40.0% |
29.1% |
18.2% |
10.9% |
1.9% |
|
Source: MarketingSherpa
Email Benchmark Survey, November 2006. |
|
|
Information comes from various sources:
Organizations Report, Jupiter Research, The
U.S. Dept. of Commerce, Department of Direct Marketing Research,
Internet Retail Survey
Please note: Email marketing statistics
are constantly changing and we will do our best to keep these
statistics as accurate as possible. |
|
