Marketing Sherpa – 2008 Email Marketing Benchmark Guide

Email Marketing Benchmark Guide 2008

• Results from in-depth survey of 1,210 marketers with hands-on Email experience

• 328 pages that include 260 charts, 12 images and 9 new eyetracking heatmaps

• 4 new special reports

Complete with all new research, Marketing Sherpa’s fifth annual Email Marketing Benchmark Guide delivers the fact-based data you need to compare your Email campaigns with others. A lot has changed in a year, and you’ll find in this Guide many ways (some new, some surprising, some tried and true) to improve the effectiveness of your Email marketing. You’ll even gain critical insight into how your Emails might be perceived by your constituency.

The research conducted in the 2008 edition is the most in-depth and comprehensive to date.( Listen to Research Director Stefan Tornquist discuss what went into the making of the 2008 edition, and what’s surprising about some of this year’s findings.)
“…if your email marketing program is moderate to aggressive, this is a “must have.” The amount of quality data contained in this report will eliminate any time spent searching the web for that exact statistic needed. Purchasing this guide will give you access to what others are doing, specific statistics for various industries, and much, much more!”

Erica DeWolf, CEO & eMarketing Strategist, DeWolf eMarketing & Design

Essential for Budgeting and Gaining Your Customers’ Trust

In addition to getting the most up-to-date open, click, conversion, list growth, and budgeting numbers from 1,210 email marketers, the resulting analysis helps you to:

• Improve the odds of your emails being noticed and read, and your offers converted.
• Allocate and justify your budget for email marketing
• Develop creative that will improve your click through and conversion rates
• Gain trust with your customer base as you manage and increase your lists
• Find out what consumers really regard as Spam, and make sure your Emails don’t fall into that category.
• Maximize the effectiveness of your ads in newsletters
• Discover the ROI you can get from segmentation, making Email a budget line item, testing, and video

  New Research Highlights

  In some areas you’ll be as surprised as we were with the findings. Some of the most interesting are:

• The enthusiasm of marketers to Email – Find out how bullish Emailers really are about Email.
• The affect of competition on email marketing – There is a fine line between gaining trust and losing it.
• The importance of the budget Email line item –Where your Email budget lives can have a direct impact on your email marketing.
• Your customers’ perception of Spam – What you consider Spam and what your customers consider as Spam may be different enough to cause you problems.

Those companies affected by false positives – It’s a hard battle to fight against false positives, and content plays an important role in filtering.

“The transactional email study is fascinating and leads to some surprising conclusions. A must-read for those looking to expand their email marketing efforts to order confirmations, shipping notices, receipts etc.”

– Mark Brownlow, Email Marketing Reports

Four New Special Reports

1. Spam Complainers Survey
   We surveyed over 3,000 consumers who had recently hit the “Spam” button in their free email clients. You’ll find how they feel about emails that arrive too frequently, no longer relevant emails, and advertising and marketing messages. You’ll also see those motivators that can change your Emails from being accepted to Spam.
2. False Positive Study
   This is an updated study on how false positives (Emails mistakenly identified as Spam by ISPs and free email clients) affect top Emailers. You’ll find out how relevant positive reputation scores are to delivery.
3. Impact of Segmentation
   This report provides the impact of segmentation on open and click through rates. The lists tested are advertising oriented, finance oriented, publishing and retail.
4. Email Eyetracking Study – Year Three
   This Eyetracking study explores how people view ads in newsletters and the different elements that could positively or negatively affect their attention. Tests groups went through rounds and variations of newsletter changes to test how people view and move through a page. Don’t despair, this study shows you ways to positively change attention of your ads.

Your most pressing Email questions will be answered. Here are 10 of them:

1. What’s the impact of Email marketing compared to last year – B-to-B and B-to-C?
2. What are the most effective metrics that you should track?
3. What information are marketers collecting for segmentation?
4. What’s the critical information about list maintenance, growth, size, frequency, third party lists, co-registration, coupons, permission levels, registration practices and inactivity of list members?
5. What’s the best time delivery for open rates?
6. Are you measuring your click rates correctly?
7. How effective is video in Emails?
8. What’s the effectiveness of commercial emails on mobile devices?
9. How are preview panes and image blocking affecting open rates?
10. What’s the level of success that comes from email related tests?

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