Email Marketing Metrics Study Identifies Top Performers & Sets Industry Benchmarks

Email marketing automation provider Silverpop released its 2013 Email Marketing Metrics Benchmark study, analyzing key metrics of fourteen different industries in the U.S. and Canada, as well as countries in Europe, the Middle East, Africa and Asia Pacific. When evaluating open rates, CTRs, CTORs and list churn statistics, the top performing vertical industries included education, computer hardware, telecom and electronics, and retail. While the study did not uncover any unexpected metrics, it does offer a series of benchmarks for email marketers to use as a measuring stick against their ow [...]

Survey: Small & Midsize Businesses Are Spending The Majority Of Their Marketing Budgets On Email

emailmarketing-shutterstock According to a study commissioned by iContact, small and midsize businesses are allocating the largest share of their marketing budgets to email, with more than half spending up to 20 percent of their total marketing dollars on email marketing efforts. Edge Research was commissioned by iContact, an email service provided by Vocus, to conduct an independent study surveying 601 email marketing decision makers at companies with an annual revenue of $1 million to $50 million and no more than 1,000 total employees. Respondents had to be involved in email marketing decisions, have knowledge of ho [...]

When Subscribers Stop Opening Emails

As you continue to send marketing emails over time, your list continues to grow, and your engagement metrics continue to drop. Over time, the number of long-time subscribers on your list increases. These subscribers have a higher chance of becoming uninterested in your email messages, which they express by failing to open or click. This growing population of unengaged subscribers causes the overall metrics of your emails to drop. So What? ISPs are monitoring email engagement metrics and making decisions based on this. If your subscribers are less engaged than a competitor's, then your email [...]

Despite Mobile Email’s Growth, 58% Of Email Marketers Not Designing For It

mail-email-icon There's a disconnect between how consumers are reading commercial emails and how marketers are conducting email marketing campaigns. On one hand, there's the report earlier this week that says 41 percent of all commercial email is opened on mobile devices -- a number that's expected to surpass PC/desktop opens by the end of the year. On the other hand, there's the new 2013 Email Marketing Benchmark Report from Marketing Sherpa that says more than half of email marketers aren't designing their emails with mobile devices in mind. Almost 1,100 marketers took the survey and, of that group [...]

Mobile Email Opens Now 41% & On Pace To Surpass PC By End Of 2013

email-growth-featured The number of commercial emails opened on mobile devices is expected to be higher than PC-based emails by the end of the year. That's according to the latest bi-annual report from the digital marketing agency Knotice, which is based on a sampling of 500 million emails sent in 11 different industry verticals (such as retail, cable and telecomm, etc.). Knotice says 41 percent of commercial emails were opened on mobile devices in the second half of 2012 -- up from 27 percent a year earlier and just 13 percent at the end of 2010. Based on that trend, the company is estimating that more th [...]

Email Marketing Equals Dollar Signs

Open and click-through rates are common metrics used to evaluate the success of email campaigns. But we all know that for retailers, revenue is what really matters. Like every other department in an organization, as the new year begins (or when your fiscal year ends) marketers are requesting and competing for budget. As you prepare, use the following email revenue metrics to help prove your case. Campaign Revenue How much money did you generate on your e-commerce site from a particular email send? Knowing this requires that your emails are appropriately tagged for your online analytics t [...]

Survey: 91 Percent Have Gone Into Stores Because Of Online Promotion

What you buy online vs. in stores Though most retailers, advertisers and brands have not yet caught up, we are firmly in the multi-platform era. Newspaper-backed local shopping platform Wanderful Media released findings from a shopping survey of just over 1,000 US adults yesterday. The findings both confirm what we already know about changing consumer behavior and provide more color. Reflecting the direct way in which the internet now influences in-store shopping the survey found that 91 percent of respondents "have gone into a store as a result of an online experience." Multiple online experiences have driven consumers int [...]

Studies: As Mobile Email Usage Soars, Marketers Budget More For Email, Mobile And Social

mobile-email-featured Next year looks to be a strong one for email marketing according to a StrongMail survey of more than a thousand marketers released today. The survey found that marketers plan to deploy more budget to email, social and mobile next year -- which makes sense given a second study by ReturnPath found mobile open share has increased 300 percent globally since 2010. StrongMail found that 89 percent of those surveyed plan to increase or maintain the same level of marketing spend in 2013, with 56% intending to grow their email marketing budget, 52% investing more in social media, 43% planning to [...]

Survey: 49 Percent Of SMBs To Incorporate Mobile Into Marketing Efforts Next Year

SMB mobile marketing survey results A new survey sponsored by mobile lead-gen provider Pontiflex found that 49 percent of small businesses (SMBs) are "somewhat likely or very likely" to incorporate mobile into their marketing efforts in the next year. The online survey had 1,300 respondents, mostly from the US. Among those that were already buying mobile ads/media, 72 percent planned to maintain the same level of spending or increase it in the coming year. A majority of the 27 percent who planned to increase mobile ad spending said they would do so by up to 30 percent. However, one of the barriers to further mobile ad [...]

Report: Mobile Now Driving 36 Percent Of All Email Opens

Screen Shot 2012-09-10 at 1.59.20 PM Reading email is one of the primary activities of smartphone owners. Indeed, several reports over the past year have indicated that more and more email interaction is happening on mobile devices. Adding to that narrative Knotice today released its latest Email Opens report covering the first half of 2012. Since 2010 the company has documented the rise of mobile email, which obviously corresponds to increasing smartphone penetration in the US. Source: Knotice (9/12) The report benchmarks everything to PC open rates and related email marketing data. The PC still dominates most email [...]

E-mail Open Rates Declining, Click-Through Rates Rising [Study]

email-marketing-featured There are mixed messages for e-mail marketers in a new benchmark study from digital marketing software provider Silverpop: E-mail open rates are falling, but click-through rates are on the rise. The findings are included in Silverpop's 2012 Email Marketing Metrics Benchmark Study, and include analysis of e-mails sent in 2011 and Q1 of 2012 by more than 1,100 brands in 20 countries. The exact number of e-mails studied isn't mentioned. Silverpop reports that the overall open rate for all regions was 20.1 percent, which is down from the 22.2 percent that Silverpop reported in a July 2009 st [...]

Email Marketers Better Prepare For Mobile Opens, New Study Finds

email-marketing-featured The majority of email messages will be read on mobile devices by the end of 2012, predicts email services firm Return Path. In a newly-released study, the company says email open rates have increased 82.4% between March of 2011 and March of 2012, now accounting for nearly 30% of email opens. Apple devices -- iPhones, iPads and iPods -- accounted for 85% of mobile opens. On the iPad alone, email opens have increased 53.6% year-over-year. Those mobile views are mostly happening on the weekends, while desktop views are more likely to occur during the weekdays. When it comes to desktop clien [...]

IAB & PwC: Online Ad Spending Resumed Pre-Recession Growth Rates In Record 2011

IAB-adformats Online advertising spend topped $30 billion (coming in at $31.7 billion) for the first time in 2011, with a 22% growth rate over 2010, marking a return to pre-recession rates of growth. The Interactive Advertising Bureau (IAB) and Pricewaterhouse Coopers (PwC) today released revenue numbers for the full year of 2011, which also included the best-ever $9 billion quarter in Q4. For the first time, spending on Internet advertising has surpassed that on cable television, with both national and local revenues accounted for. And cable television is one of the only categories showing positive grow [...]

More Than 27 Percent Of Emails Are Opened On Mobile Devices (Report)

email-icon Mobile internet growth isn't just limited to the web. Consumers are also using mobile devices more frequently to read emails. According to a new report from marketing agency Knotice, more than 27 percent of emails were opened on a mobile device during the second half of 2011. That number is up from about 20 percent during the first half of 2011 -- a 36 percent gain during the year. Knotice reports that phones accounted for 20.6 percent of mobile email opens, and tablets made up the other 6.8 percent. Perhaps not surprisingly, iOS devices make up the majority of that mobile ema [...]

77 Percent Of Us Want To Get Marketing Messages Via Email & There’s No Close Second Place, Study Says

mail-email-icon If you're involved in marketing, you'd better be using email to send promotional messages to your customers. It doesn't matter how old they are, consumers overwhelmingly prefer to receive marketing via email and there's no close second place channel. The data come from ExactTarget's 2012 Channel Preference Survey -- the 14th report in the company's Subscribers, Fans and Followers series. ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email -- a number that dwarfs all other [...]

Discounts Drive Email & Facebook Signups; Too Much Contact Drives Them Away, Study Says

email-facebook-discounts-featured Email and social media are pretty similar when it comes to what drives consumers to connect -- or disconnect -- with brands. A new study from email provider Constant Contact and Chadwick Martin Bailey shows that the chance to get discounts and special offers is the primary reason that consumers "like" a Facebook page and why they subscribe to a company e-mail list. The survey, conducted in late 2011, involved 1,481 adults in the U.S. who completed a 15-minute online questionnaire. Fifty-eight percent of respondents said they subscribe to a company mailing list to get discounts and spe [...]

Study: Email Deliverability Dropped Precipitously In Second Half of 2011 For First Time

email-marketing-featured Fewer emails -- only 76.5% -- landed in inboxes worldwide in the second half of 2011, a significant decline from the typical 80% rate that has held for the past 3 years, according to a new study released by deliverability firm Return Path. This is the first time the company has seen a major decline. The results indicate that 1 in 4 emails were being delivered to the spam folder or being blocked during that time period, as compared to the normal 1 in 5 rate. Spam folder placement came in at 8.4%, and emails being blocked by ISP-level filters came in at 15.1%, or 20% worse than the first half [...]

Biggest Threats To Email Marketing? Social Media & Kids Texting [Survey]

email-icon Social media and kids abandoning email are two of the biggest threats to future success in email marketing, according to the new 2012: Email in Action study from eConsultancy and the Direct Marketing Association. Conducted in the fourth quarter of 2011, the survey involved more than 450 email marketers in North America. When asked about the challenges to future success in email marketing, 75 percent of respondents said competition with social media was either "very challenging" or "somewhat challenging." Sixty-nine percent said "young people abandoning email" was either very or somewhat [...]

Seeking To Banish “Distraction” Microsoft Replaces Hotmail Display Ads With Deals

hotmail-logo-small Microsoft is trying to make ads in Hotmail better. The company is replacing conventional display ads in its webmail service with deal ads that it believes will be more relevant and interesting to users. Not all Hotmail users will see the new ads immediately. Microsoft is doing a pilot in which it's testing consumer response to deals ads vs. traditional email display ads in selected cities. However, Dharmesh Mehta, Director for the Windows and Windows Live Business Group, believes users will prefer the new ads to the old. He's interested in delivering a "less distracting ad" to users. He [...]

Infographic: How Social Media Links Help Email Marketing

Are you including ways for people to share what you're emailing them about? If not, think again. Adding a way to share your emailed content can double your clickthrough rate when those emails are read by those on Facebook and Twitter and quadruple them when read by those on LinkedIn. That's a pretty easy conversion win -- but only about 20% of email marketers include social sharing links in their emails. These stats and more on the subject were compiled into an infographic by the folks at GetResponse: Want the infographic for yourself? You'll find it here, along with more about the metho [...]

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