• http://www.facebook.com/people/Clay-Adams/100000066094793 Clay Adams

    Well written article, but I’m doubtful of the findings. An email marketing company produced the study with these results? Shocking. I’m all about seeing some cool correlations and good data like this, but in this case, I just really don’t believe it. PPC advertising is nowhere on that list, plus the closest thing to PPC (Online Display Ads) is lower than SEO for SMB’s ? I don’t buy it. To be frank, this seems to be a pretty biased study given that the survey sample consists entirely of iContact customers.

  • http://www.buzzmaven.com/ Scott Clark

    Senders focus hard on open rates, but less about what’s next. Email copy is written punchline-last, TL;DR like…rather than inverted pyramid, early hook. It’s consumption over engagement. Weak hand-off to richer content. I encourage series, cliffhangers, solutions and guides. What does it take for them to Boomerang that message – star it or forward? Tough demands for SMBs who just need to “send the damn weekly email so the boss gets off my back.”

  • Pat Grady

    Exactly what I was going to say… where’s the PPC, and it seems likely to be biased. Still, interesting numbers.

  • Blake Barnes

    I call BS too. But then again, everything you read on the internet IS true. :)

  • http://bloghands.com/ Chris Barber

    Yeah I’m not buying this. For one email marketing shouldn’t be that expensive unless your buying crazy lists, which I’ve never believed in. Don’t even get me started on direct mail.

  • http://twitter.com/kthyregod Kristian Thyregod

    …, respectfully; this is considered a partisan contribution at best …

  • http://twitter.com/Virtutise Virtutise

    Email is cheap…That being said there is no way it eats up 15% of the marketing budget. If it is 15% of your budget you better have a huge send list with outstanding results.