MarketingSherpa Email Marketing Benchmark Guide 2006
Table of Contents
Publisher's Letter
Executive Summary: 4 Key Email Marketing Alerts for 2006
The Ultimate Email Marketing Glossary
Chapter 1: Email Basics
Chart 1.01: Usage of Email vs. Search
Table 1.01: Business Emails per Day 2005 & 2009
Chart 1.02: Companies Using Email Marketing in 2005 vs. 2002
Email Budgets
Chart 1.03: Email Budgets of B-to-B Marketers (100k budget and lower)
Chart 1.04: Email Budgets of B-to-B Marketers (100k-200k budget)
Chart 1.05: Email Budgets of B-to-B Marketers (200k-1MM budget)
Chart 1.06: Email Budgets of B-to-B Marketers (1MM-5MM budget)
Chart 1.07: Email Budgets of B-to-B Marketers (5MM+ budget)
Chart 1.08: Email Budgets of B-to-C Marketers (100k budget and lower)
Chart 1.09: Email Budgets of B-to-C Marketers (100k-200k budget)
Chart 1.10: Email Budgets of B-to-C Marketers (200k-1MM budget)
Chart 1.11: Email Budgets of B-to-C Marketers (1MM-5MM budget)
Chart 1.12: Email Budgets of B-to-C Marketers (5MM+ budget)
Chart 1.13: Email Budgets of Mixed Audience Marketers (100k budget and lower)
Chart 1.14: Email Budgets of Mixed Audience (100k-200k budget)
Chart 1.15: Email Budgets of Mixed Audience (200k-1MM budget)
Chart 1.16: Email Budgets of Mixed Audience (1MM-5MM budget)
Chart 1.17: Email Budgets of Mixed Audience (5MM+ budget)
Chart 1.18: Online Retailers --Share of Marketing Budget Spent on Email
The Email Service Industry
Chart 1.19: How Large is the Email Service Industry?
Chart 1.20: Revenue Ranges of Email Service Providers
Table 1.02: Email Service Provider Customer Growth
Table 1.03: ESP Customer to Employee Ratio
Chart 1.21: How B-to-B Marketers Are Managing Email
Chart 1.22: How B-to-C Marketers Are Managing Email
Chart 1.23: How Mixed Audience Marketers Are Managing Email
Chart 1.24: How Marketers with High Click Rates Are Managing Email
Table 1.04: 2005 Email Industry Mergers and Acquisitions
Table 1.05: Stock Information for Public Companies with Email Divisions
Is Email Still Effective?
Table 1.06: Marketers' Wish Lists -- Email Still Strong
Chart 1.25: Digital Marketing Tactics -- 'Great Results'
Chart 1.26: E-Retailers Compare Email to Other Marketing Tactics
Chart 1.27: What Are Email Marketers' Top Priorities?
Choosing or Designing a Reporting Infrastructure
Table 1.07: Success Metrics of Email Campaigns
Table 1.08: Diagnostic Metrics for Email Campaigns
Tactics and Testing
Chart 1.28: Usage of Email Marketing Tactics 2004/2005
Chart 1.29: ROI of Email Tactics -- All Marketers
Chart 1.30: What Tactics Are Experienced Orgs. Increasing?
B-to-B Email Tactics
Chart 1.31: How B-to-B Marketers Rate Email Tactics by ROI
B-to-C Email Tactics
Chart 1.32: How do B-to-C Marketers Evaluate Email Tactics?
Chart 1.33: What Tactics are B-to-C Marketers Using More?
Testing
Table 1.09: What Variables to Test
Chart 1.34: What Do Email Marketers Test Regularly?
Chart 1.35: How Do Marketers With High Click Rates Test Email?
Chart 1.36: B-to-B Marketers Rate the Impact of Email Tests
Chart 1.37: B-to-C Marketers Rate the Impact of Email Tests
Chart 1.38: Mixed Audience Marketers Rate the Impact of Email Tests
Table 1.10: How B-to-B Tech Marketers with Differing Sales Cycles Test Email Tactics
Tracking
Chart 1.39: What Email Metrics do B-to-B Marketers Track?
Chart 1.40: What Email Metrics do B-to-C Marketers Track?
Chart 1.41: What Email Metrics do Mixed Audience Marketers Track?
Email Recipients
Chart 1.42: Global Online Populations by Language: 2005
Chart 1.43: Language Groups Online Globally -- % of Total
Chart 1.44: Users Beliefs on Privacy by Online Experience
Table 1.11: Percentage of Users by Number of Years Online
Chart 1.45: Hours Spent Online Per Week by Years Online: 2004
Table 1.12: Internet Audience Profile by Age Group
Table 1.13: Broadband vs. Dial-up, U.S.
Chart 1.46: Teens & Online Activities by Gender
Chart 1.47: Why Do Moms Click?
Chart 1.48: How Many Newsletters do Moms Receive?
Chart 1.49: Where do Moms Look Before They Open an Email?
Chart 1.50: Online Americans and Their Knowledge of Internet Terms
Chart 1.51: How Quickly do SMBs Respond to Customer Service Emails?
Chart 1.52: How Good are SMBs' Customer Service Replies by Email?
Chart 1.53: How Quickly do Consumers Believe They Should Receive a Response to an Email to Customer Service?
Chapter 2: List Building & Maintenance
Mailing List Size
Chart 2.01: Size of B-to-B Marketers' House Lists
Chart 2.02: Size of B-to-C Marketers' House Lists
Chart 2.03: Size of Mixed Audience Marketers' House Lists
Chart 2.04: House List Size -- Online Sales <$1 Million
Chart 2.05: House List Size -- Online Sales $1-$3 Million
Chart 2.06: House List Size -- Online Sales $4-$10 Million
Chart 2.07: House List Size -- Online Sales $11-$25 Million
Chart 2.08: House List Size -- Online Sales $25-$50 Million
Chart 2.09: House List Size -- Online Sales Over $50 Million
Permission Levels & Registration Practices
Table 2.01: Levels of Permission -- Pros and Cons
Table 2.02: Customer Interaction & Conversion Levels by Opt-In Method
Chart 2.10: Marketers Using Double Opt-in Experience Better Deliverability
Chart 2.11: Marketers Using Double Opt-in Report Higher Open Rates
Chart 2.12: B-to-B Permission Level Trends 2004/2005
Chart 2.13: B-to-C Permission Level Trends 2004/2005
Chart 2.14: Incentives to Email Registration
Chart 2.15: What Can Sites Do to Encourage Email Subscriptions?
Table 2.03: When Users Signed Up
Chart 2.16: Prominence of the Call to Register
Chart 2.17: Data Requested for Registration
Chart 2.18: Encouraging Forwarding -- Types of Forward Links
Chart 2.19: Effect of Trust on Information Sharing w/Online Merchants
Table 2.04: Factors in User Confidence in Online Merchants
Chart 2.20: When Do Users Think They Should Be Asked for Permission?
Chart 2.21: Online Consumers Views on Greater Control on Merchant Emails
Chart 2.22: People Are Willing to Trade Info for Relevant Content
Chart 2.23: Personalized Content: Providing Preference Info.
Chart 2.24: Personalized Content: Providing Demographic Info.
Chart 2.25: Personalized Content: Tracking Clicks and Purchases Tracked
Chart 2.26: Personalized Content: Time Spent Answering Questions
Chart 2.27: Willingness to Register for B-to-B House Lists: 2004/2005
Chart 2.28: Willingness to Register for B-to-C House Lists: 2004/2005
Whitelisting
Table 2.05: Business Email Recipients' Whitelisting Behavior
Chart 2.29: Data Requested for Registration
Instructions: Whitelisting for Popular Email Clients
Email List Growth and Attrition
Chart 2.30: How Lists Add and Lose Names by Industry
Chart 2.31: How List Members Are Lost by Industry
Chart 2.32: How List Members Are Lost by Size of List
Chart 2.33: Why Not Unsubscribe?
Chart 2.34: Email Users Perception of 'Spam' Buttons in Email Clients
Opt-outs & Unsubscribes
Chart 2.35: B-to-B Marketers Evaluate Opt-out/Unsubscribe Trends
Chart 2.36: B-to-C Marketers Evaluate Opt-out/Unsubscribe Trends
Chart 2.37: Do People Unsubscribe or Just Delete?
Gathering Opt-in Names
Chart 2.38: What Ways of Gathering Names Are 'Working Well'?
Chart 2.39: What Methods of Gathering Opt-in Names Aren't Working?
Email Appends -- Correlating Offline and Online Addresses
Chart 2.40: Marketers Evaluate Email Appending
Table 2.06: Types of Online Coupon
Coupon Metrics -- Basic Redemption Data
Table 2.07: Coupon Redemption Rates
Table 2.08: Email Users' Experience with Email Coupons -- Online Stores
Table 2.09: Email Users' Experience with Email Coupons -- Physical Stores
Table 2.10: Users' Views on Better Email Communications
Table 2.11: Attitudes toward Mixing Service and Marketing Messages
Third Party (Rented) Lists
Chart 2.41: CPM for B-to-B Email Lists by Quality
Chart 2.42: CPM for B-to-C Email Lists by Quality
Chart 2.43: CPM for Mixed Audience Email Lists by Quality
Validity of Rental List Names and Email Selects
Table 2.12: Issues in Rented List Execution
Co-Registration Study
Chart 2.44: Who's Using Co-Registration?
Chart 2.45: What Are The Tactics of Co-Registration?
Chart 2.46: What Happens After a Co-Reg. Name is Collected?
Chart 2.47: Strategies for Co-Registration Growth
Chart 2.48: How Well Do Co-Registration Names Perform?
Chart 2.49: Co-Registration Cost per Name
Chart 2.50: How Many Co-Registration Partners Do Marketers Maintain?
Chart 2.51: Co-Registration Names as Share of Total
Inactivity -- Identifying Silent List Members
Chart 2.52: When Do Marketers Identify List Members As 'Inactive?'
Chart 2.53: When Do B-to-B Marketers Identify List Members As 'Inactive?'
Chart 2.54: When Do B-to-C Marketers Identify List Members As 'Inactive?'
Chart 2.55: When Do Experienced Marketers Identify List Members As 'Inactive?'
Chart 2.56: How Do Marketers Deal With 'Inactive' List Members?
List Aging & Performance
Chart 2.57: How Aging of List Members Affects Performance for B-to-B Trade Journals
Chart 2.58: How Aging of List Members Affects Performance for B-to-C Mailings
Chapter 3: Email Strategy
Performance Variables
Table 3.01: The Characteristics of 'High Performance' Emails
Chart 3.01: Best Day of Week for Sending Emails? Q4 2004
Chart 3.02: Best Day of Week for Sending Emails? Q2 2005
Table 3.02: Best Day of Week for Sending Emails? Another View
Email Frequency
Chart 3.03: How Often Do Merchants Send Emails?
Chart 3.04: Email Frequency by Industry
Chart 3.05: How Often Do Marketers Send Newsletters?
Chart 3.06: How Often Do Marketers Send Sales Offers?
Chart 3.07: Sales Offer Frequency and Campaign Goals
Chart 3.08: How Often Do People Want Newsletters?
Chart 3.09: How Often Will People Accept Sales Offers?
Chart 3.10: How Appealing is Control to Email Subscribers?
Chart 3.11: How Much Control Are B-to-B Marketers Offering Their Lists?
Chart 3.12: How Much Control Are B-to-C Marketers Offering Their Lists?
Chart 3.13: How Much Control Are Mixed Audience Marketers Offering Their Lists?
Multi-channel Marketing
Table 3.03: Email User Awareness of Multi-channel Marketing
Chart 3.14: Multi-Channels and Email in B-to-B
Chart 3.15: Multi-Channels and Email in B-to-C
Chart 3.16: Multi-Channels and Email for Mixed Audiences
Personalization
Chart 3.17: Online Merchants' Personalization for Email and Website
Chart 3.18: Impact of Personalization on Open Rates
Chart 3.19: Impact of Personalization on Click Rates
Table 3.04: Segmented vs. Non-Segmented Response Metrics
Chart 3.20: How are Marketers Personalizing Emails?
Chart 3.21: Impact for B-to-B Marketers Personalizing Emails?
Chart 3.22: Impact for B-to-C Marketers Personalizing Emails?
Chart 3.23: Impact for Mixed Audience Marketers Personalizing Emails?
Chart 3.24: Impact of Personalization for Marketers Getting High Click Rates?
Focus: eRetail
Chart 3.25: Source of E-commerce Revenue
Chart 3.26: Online Retailers Use of Email 2005 vs. 2004
Chart 3.27: Merchants' Email Challenges
Chart 3.28: Email Performance -- How Online Merchants Want to Improve
Chart 3.29: E-Retailers' Mailing Frequency & Conversion Rates
Focus: Affiliates
Chart 3.30: Affiliate Email Practices -- Merchant Policies
Chart 3.31: Merchants Rate Biggest Problems in Affiliate Conduct
Chart 3.32: Merchants Revenue from Top Affiliates
Chart 3.33: Online Retailers' Affiliate Program Size -- Change 2004-2005
Chart 3.34: Merchants' Affiliate Program Growth Strategies
Chapter 4: Email Design & Usability: Creative That Works
Email Eyetracking Study
Multi-Article Newsletter
Single Article Newsletter
Sales Alerts
Summary of Findings
Email Execution
Chart 4.01: Broken Links in Marketing Emails by Industry
Chart 4.02: Email Errors
Email Domains and Clients
Table 4.01: Consumer Email Clients
Chart 4.03: Top Domains by Email Opt-in Subscribers
Table 4.02: Top International Domain Names for Email Subscribers
Chart 4.04: Top Business Email Clients
Chart 4.05: Top Business Email Clients -- Outlook Combined
Table 4.03: Email Clients Technology Compatibility by ISP
Table 4.04: How Email Clients Show Images (or Don't)
Chart 4.06: Browser Usage
Chart 4.07: Browser Usage -- Microsoft IE vs. Firefox
Table 4.05: Display Statistics
Image 4.01: How Does an Email Appear at 1024 x 768?
Image 4.02: How Does an Email Appear at 800 x 600?
Image 4.03: How Does an Email Appear at 1280 x 1024?
Table 4.06: Color Depth
Table 4.07: Operating System
Chart 4.08: How Often do Business People Use the Preview Pane?
Chart 4.09: How Much of an Email do Business People Read in the Preview Pane
Chapter 5: Email Response Metrics
Open Rates
Chart 5.01: How Opens Accumulate by Hour
Chart 5.02: Open Rates by Category 2004/2005
Chart 5.03: How B-to-B Marketers View Open Rates of House Lists
Chart 5.04: B-to-B Open Rates of House Lists
Chart 5.05: How B-to-B Marketers View Open Rates of Third-Party Lists
Chart 5.06: B-to-B Open Rates of Third-Party Lists
Chart 5.07: How B-to-C Marketers View Open Rates of House Lists
Chart 5.08: B-to-C Open Rates of House Lists
Chart 5.09: How B-to-C Marketers View Open Rates of Third-Party Lists
Chart 5.10: B-to-C Open Rates of Third-Party Lists
Chart 5.11: How Mixed Audience Marketers View Open Rates of House Lists
Chart 5.12: Mixed Audience Open Rates of House Lists
Chart 5.13: How Mixed Audience Marketers View Open Rates of Third-Party Lists
Chart 5.14: Mixed Audience Open Rates of Third-Party Lists
Clickthrough Rates
Chart 5.15: Click Rate by Industry
Chart 5.16: Online Retailers Report Their Clickthrough Rates
B-to-B Clickthrough Rates
Chart 5.17: B-to-B Evaluate Clickthrough Rates of House Lists
Chart 5.18: B-to-B Clickthrough Rates of Newsletters of House Lists
Chart 5.19: B-to-B Clickthrough Rates of Free Offers of House Lists
Chart 5.20: B-to-B Clickthrough Rates of Sales Offers of House Lists
Chart 5.21: B-to-B Marketers Evaluate Clickthrough of Third-Party Lists
Chart 5.22: B-to-B Clickthrough Rates of Free Offers of Third-Party Lists
Chart 5.23: B-to-B Clickthrough Rates of Sales Offers of Third-Party Lists
Chart 5.24: B-to-B Marketers Evaluate Clickthrough of Ads in Third-Party Newsletters
Chart 5.25: B-to-B Clickthrough Rates of Free Offers in Third-Party Newsletters
Chart 5.26: B-to-B Clickthrough Rates of Sales Offers in Third-Party Newsletters
B-to-C Clickthrough Rates
Chart 5.27: B-to-C Marketers Evaluate Clickthrough From House Lists
Chart 5.28: B-to-C Clickthrough Rates of Newsletter Articles to House List
Chart 5.29: B-to-C Clickthrough Rates of Free Offers to House List
Chart 5.30: B-to-C Clickthrough Rates of Sales Offers to House List
Chart 5.31: B-to-C Marketers Evaluate Clickthrough of Third-Party Lists
Chart 5.32: B-to-C Clickthrough Rates of Free Offers to Third-Party List
Chart 5.33: B-to-C Clickthrough Rates of Free Offers to Third-Party List
Chart 5.34: B-to-C Marketers Evaluate Clickthrough of Ads in Third-Party Newsletters
Chart 5.35: B-to-C Clickthrough Rates of Free Offers to in Third-Party Newsletters
Chart 5.36: B-to-C Clickthrough Rates of Sales Offers to in Third-Party Newsletters
Mixed Audience Clickthrough Rates
Chart 5.37: Mixed Audience Marketers Evaluate Clickthrough of Emails to House Lists
Chart 5.38: Mixed Audience Clickthrough Rates of Free Offers to House List
Chart 5.39: Mixed Audience Marketers Evaluate Clickthrough of Third-Party Lists
Chart 5.40: Mixed Audience Clickthrough of Free Offers to Third-Party List
Click to Open Ratio
Table 5.01: Click to Open Ratio by Industry
Conversion Rates
Chart 5.41: Online Merchants' Conversion Rates
B-to-B Conversion Rates
Chart 5.42: B-to-B Conversion Rates of Free Offers in House Newsletter
Chart 5.43: B-to-B Conversion Rates of Sales Offers in House Newsletter
Chart 5.44: B-to-B Conversion Rates of Free Offers to House List
Chart 5.45: B-to-B Conversion Rates of Sales Offers to House List
Chart 5.46: B-to-B Conversion Rates of Free Offers to Third-Party List
Chart 5.47: B-to-B Conversion Rates of Sales Offers to Third-Party List
Chart 5.48: B-to-B Conversion Rates of Free Offers in Third-Party Newsletter
Chart 5.49: B-to-B Conversion Rates of Sales Offers in Third-Party Newsletter
B-to-C Conversion Rates
Chart 5.50: B-to-C Conversion Rates of Free Offers in House Newsletter
Chart 5.51: B-to-C Conversion Rates of Sales Offers in House Newsletter
Chart 5.52: B-to-C Conversion Rates of Free Offers to House List
Chart 5.53: B-to-C Conversion Rates of Sales Offers to House List
Chart 5.54: B-to-C Conversion Rates of Free Offers to Third-Party List
Chart 5.55: B-to-C Conversion Rates of Sales Offers to Third-Party List
Chart 5.56: B-to-C Conversion Rates of Free Offers in Third-Party Newsletters
Chart 5.57: B-to-C Conversion Rates of Free Offers in Third-Party Newsletters
Mixed Audience Conversion Rates
Chart 5.58: Mixed Audience Conversion Rates of Free Offers in House Newsletter
Chart 5.59: Mixed Audience Conversion Rates of Sales Offers in House Newsletter
Chart 5.60: Mixed Audience Conversion Rates of Free Offers to House List
Chart 5.61: Mixed Audience Conversion Rates of Sales Offers to House List
Chart 5.62: Mixed Audience Conversion Rates of Free Offers to Third-Party List
Chart 5.63: Mixed Audience Conversion Rates of Sales Offers to Third-Party List
Chart 5.64: Mixed Audience Rates of Free Offers in Third-Party Newsletters
Chart 5.65: Mixed Audience Conversion Rates of Free Offers in Third-Party Newsletters
Chapter 6: Deliverability
Spam
Chart 6.01: How Email Users Feel About Spam 2003-2005
Chart 6.02: How Consumers Define Spam
Chart 6.03: Users Evaluate the Fight on Spam
Chart 6.04: Perceptions of Safety -- People Describe Their Systems
Chart 6.05: Realities of Computer Safety -- Technical Analysis of User Systems
Chart 6.06: Spam Complaint Trends in B-to-B
Chart 6.07: Spam Complaint Trends in B-to-C
Chart 6.08: Spam Complaint Trends in Mixed Audience Marketing
Chart 6.09: Bounce Rate Trends 2004-2005
Chart 6.10: How Do Deliverability Services Impact Bounce Rates?
False Positives
Chart 6.11: Email Users' Awareness of False Positives
Chart 6.12: How Often Do Consumers Notice False Positives?
Chart 6.13: Does the Public Think False Positives are a Big Problem?
Chart 6.14: How Many Companies Affected by False Positives (ISP Only)
Delivery Issues and Rates
Chart 6.15: Delivery Issues -- Q3 2005
Chart 6.16: How Corporations Filter Spam
Chart 6.17: Impact on Delivery of Having Link/IP on URL Block-list
Chapter 7: Permission Marketing Beyond Email -- RSS, IM & Mobile
Table 7.01: Usage of Emerging Text Communications -- Overall
Table 7.02: Usage of Emerging Text Communications -- 18 to 34 Year Olds
Instant Messaging
Chart 7.01: Corporate Use of Instant Messaging: 2002/2004
Table 7.03: Growth of IM and SPIM: 2004-2008
Chart 7.02: IM Viruses on the Rise
Chart 7.03: Microsoft Primary Target of IM Threats
Wireless Email and Marketing
Chart 7.04: Growth of Mobile Inboxes
Images 7.01: Email on Mobile Platforms
Chart 7.05: Response to Cell Phone Marketing -- World vs. the United States
Chart 7.06: Mobile Media Growth 2005-2010
Chart 7.07: U.S. Mobile Subscriber's Content Consumption
Chart 7.08: Top Mobile Content Categories -- U.S.
Chart 7.09: PDA Units Shipped by Operating System 2004-2005
Table 7.04: Ad Units in Wireless Marketing
Chart 7.09: Mobile Spam -- International
Blogs
Chart 7.10: Growth in Blog Visitors
Chart 7.11: Share of Visitors -- Blogs by Category
Chart 7.12: Blog Visitors -- Head of Household Age
Chart 7.13: Comparing Online Buyers -- Blog Visitors vs. Overall
Desktop Applications
Table 7.05: Top 10 News and Information Media on the Internet
Chart 7.14: Toolbar Searches Strong But Stable
RSS (Really Simple Syndication)
Chart 7.15: RSS Clickthrough
Chart 7.16: RSS 'Usage' is a Moving Target
Table 7.06: The Pros & Cons of Email vs. RSS
Referenced Resources
Return to main page of:
Email Marketing Benchmark Guide 2006: 310 Charts & 7 Eyetracking Heatmaps
|
