This document summarizes the findings of an annual email marketing census conducted in 2011. Key findings include: - Many companies are sending more emails and spending more on email marketing compared to 2007. However, integration with other channels remains a challenge. - Email consistently provides high returns on investment but many companies still fail to implement best practices like testing. - Barriers to effective email include outdated lists, lack of focus on deliverability, and disconnected systems between email and other channels.

1. Email Marketing Census 2011 Linus Gregoriadis Research Director Econsultancy.com linus.gregoriadis@econsultancy.com http://econsultancy.com In association with Adestra

3. Findings

4. Approach to email and use of ESPs

5. Volume of email and budget

6. Effectiveness and practices

7. Deliverability

8. Integration

9. Social media

11. What’s changed since 2007? |4 |Course Title

12. Number of emails sent Companies sending more than 50,000 emails each month

13. Annual spend on email marketing Companies spending more than £50,000 per year

14. Use of ESP services

15. What hasn’t changed since 2007? |8 |Course Title

16. Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’ Email consistently top/second top channel for ROI since 2008

17. Average split of online marketing budgets

18. Use of best practices |11 |Course Title

19. Companies using range of email practices

20. Change in use of email marketing practices

21. Companies ‘planning’ practices

22. Companies not doing, or even planning

23. Photo credit: Jesse Therrienon stock.xchng Only 32% of companies carry out a regular amount of testing. Most of them just tip their toes. |16 |Course Title

24. Amount of testing

25. Barriers to effective email marketing |18 |Course Title

26. Barriers to effective use of email (top five)

27. Barriers to effective use of email (2007)

28. Deliverability |21 |Course Title

29. Photo credit: Crystal Leigh Shearin on stock.xchng Few organisations are adopting a focused, strategic approach to deliverability… |22 |Course Title

30. Impact on improving deliverability 64% think that clean and up-to-date lists have major impact

31. Primary data sources for acquisition For your acquisition emails, what best describes your primary source of data?

32. Primary data sources for retention For your retention emails, what best describes your primary source of data?

33. Integration |26 |Course Title

34. Level of integration with other activities

35. Photo credit: Josh Kluteon stock.xchng Social media More than half of companies say that disconnected systems/technologies are the single biggest barrier to effective email integration. |28 |Course Title

36. Barriers to effective email integration

37. Social media |30 |Course Title

38. Relationship between email & social media Almost half (45%) manage as two separate channels

39. Relationship between email & social media “People in charge of email and social media don’t have the vision necessary to leverage the complementary nature of those media.” 52% of companies say that social media is not a significant source of new email subscribers Only 37% of companies say that email is successful in generating social media activity “Too many cooks – not enough integration.” “Content within email is mainly sales as opposed to social and rich content that appeals to sharing on social networks.” “We don’t use email marketing for the purpose of generating ‘conversations’ – an area which is needed to take a strategic stab at.”

40. Measuring the impact of email on social media - challenges

41. Focus for 2011 |34 |Course Title

42. Email marketing focus for 2011

43. Summary Increased uptake in some areas of best practice, but many companies are still failing to do the basics, including testing and basic steps to improve deliverability. On-going struggle to integrate email with other parts of the business so that it doesn’t function in a silo. The desire is often there, but not always the technology or the know-how to join things up. Email remains a fundamental channel for engagement and for ROI. Companies are taking a big gamble if they don’t invest resources here.