Benchmark: Email Marketing
MarketingSherpa's 2012 Email Marketing Benchmark Report
Research and insights for engaging email subscribers
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The 2012 Email Marketing Benchmark Report includes:
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This publication is sponsored by StrongMail
Learn How to Effectively Engage Your Email Subscribers
Navigating through an overcrowded inbox to find a relevant message is a difficult task for any marketer, let alone a motivated purchaser ready to buy. In this “it’s all about me” consumer climate, engaging content is crucial to your brand’s success.
Even though email marketing is a tried and true marketing tactic, practitioners are still finding difficulty sending relevant communications. Only 28% of marketers reported that their messages contained relevant content, sent on time to a segmentation of subscribers and had a clear conversion goal. In order to be successful, companies need to become even more strategic in email campaign implementation, to deliver value on subscriber’s terms.
To accomplish this goal, email marketers must:
- Exceed the rising expectations of email subscribers and ISPs
- Speak to their unique interests and communication preferences
- Implementing engagement metrics to determine both access and placement inside a subscriber’s inbox
What's New? Revelations Critical to Your Email Success
Last year’s benchmark focused on the maturity of organizations email marketing program as a whole. In the all-new 2012 Email Marketing Benchmark Report we took a step further and investigated the maturity level of several email communication processes. We examined the barriers that exist from 2,730 B2B and B2C marketers in preventing subscriber engagement and the best practices to increase the accuracy and velocity of email communications.
For the ninth consecutive year, MarketingSherpa has conducted one of the most extensive studies in the industry, to help email marketers make better decisions based on their fellow marketers’ insights and data. More than 2,700 email marketers shared their valuable knowledge and experience of what is working (and what’s not) in email marketing today.
This comprehensive report enables you to benchmark your organization’s practices against the industry and gives you a starting point to begin to optimize your team’s email marketing performance.
2012 Email Marketing Benchmark Report Chart and Data Highlights
- 69% of marketers report delivering highly relevant content is a top objective for their organizations email marketing processes in the next 12 months (pg. 52)
- Only 39% of marketers cite delivering highly relevant content is a barrier to their email marketing success (pg.62)
- Only 30% of marketers find that their biggest barrier to email marketing success is the inability to manufacture content on a consistent and predictable basis (pg. 68)
- Chart: Data integration provides the biggest challenge for email marketers (pg. 62)
- Chart: The accuracy of email subscriber data (Only 19% of marketers feel more than 90 percent their email marketing subscriber data is correct and current) (pg.108)
- Chart: Majority of companies can segment subscriber data based on purchase history (pg.109)
- Chart: Triggered emails top the list of most effective relevancy improvement tactics (pg. 96)
- Chart: Automated messages make up on average, 22% of organizations overall email volume (pg. 101)
Benchmark Data from Multiple Viewpoints, Organized for Quick Reference
The 2012 Email Marketing Benchmark Report is an all-inclusive reference guide, containing more than 170 charts with analytical commentary, hundreds of informative insights from your peers, several abridged case studies of real-life social marketing success stories, and more. To help you quickly locate the information most relevant to your team’s situation, we have segmented data throughout this report by:
- Average of all respondents
- Primary sales channel
- Key industry sectors
- Organization size
- Phases of email marketing process maturity
