Email marketing survey published

We took part in the Adestra / eConsultancy census on email marketing.  And the full report is now published.  Containing the usual range of statistics and trend analysis the news is generally good for the medium:

• more people use email marketing – with success
• budgets are rising from 14 to 17% of total spend
• ROI is poorly understood and not measured in 39% of cases

Encouragingly, for agencies, this report tells us key areas where clients may be able to be migrated into new services they haven’t previously bought from you.  The main areas where change is occurring is:

• using email to promote social media sharing
• improved database creation and cleaning to raise opt in levels for both acquisition and retention campaigns
• increased use of measurement and analytics
• increased personalisation
• only 58% of companies do regular list cleaning
• Only a minority of companies send out triggered emails and most of these are following website sign up or visit
• 9% of companies send out abandoned basket emails
• multivariate testing is planned to be introduced by 26% of repondents

So plenty of new services for you to offer to your current clients.

Here’s what we recommend you do with this information: Farm the client list of current clients using this information.   Here’s how.

Quick actions

1. Run a check list against the services / tools above and find which of your clients currently buy them from you
2. Analyse the gaps and speak to client service teams about how to sell these services into client brands (if appropriate)
3. Plan a quick campaign using the report as a lever to suggest new services to clients.
4. Consider a special price offer for new services to encourage buying for a limited time.

This is a ‘for sale’ report from eConsultancy.  If you want to get a free copy, sign up or get a client to sign up to participate in the survey next year.  All survey participants get a free copy of the results.

Related articles

• Companies Spend More on Email Than PPC; 39% Have No Clue of ROI (thecustomercollective.com)
• Find your best email marketing campaign (murrion.ie)
• Tips For Solving Your Email Marketing Problems (adamzaius.net)
• How to get the attention of inactive subscribers (b2bemailmarketing.com)

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Related posts:

1. Andy Owen’s views on email marketing
2. Technorati survey
3. US survey of clients and agencies
4. Agency survey for new business
5. Email newsletters – new on the block

Tags: Advertising and Marketing, Econsultancy, email marketing