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May 8, 2006 :: Volume 2, Issue 4
Next Issue: May 2007

2004 Email Metrics Survey: 2293 Marketers Share Real-life Campaign Stats & Plans for 2005

Posted by TimSlavin at November 5, 2004

"Almost no one plans to decrease spending on any email tactic. In fact, we're seeing healthy planned increases for every tactic across the board:


  • 62% plan to create more campaign specific landing pages

  • 53% expect to spend more on their house newsletter

  • 49% plan to increase alerts sent to their house list

  • 48% will increase automated (event triggered) campaigns

  • 38% are pumping up their co-registration budgets

  • 32% may place more ads in 3rd party newsletters


... and 22% will invest *more* in list rentals. (In fact, if you take marketers who do no list rentals at all out of the picture, 49% of those currently renting plan to increase for 2005.)"

A summary of recent research from MarketingSherpa. You have to pay $150 USD for the full report, myself included even though I participated in the survey.

Other (better, in my opinion) reports to look at are DoubleClick's 2004 Consumer Email Study (PDF) which has more granular data about how consumers view email offers, and their Q2 2004 Email Trend Report (PDF), which includes open rate and clickthrough data.
URLs:

http://www.marketingsherpa.com/sample.cfm?contentID=2853


http://www.doubleclick.com/us/knowledge_central/documents/research/dc_consumer_email_0410.pdf


http://www.doubleclick.com/us/knowledge_central/documents/trend_reports/dc_q204emailtrends_0409.pdf

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