It's never too early to start planning for 2010. MarketingSherpa's newly
released benchmark study on e-mail marketing reveals the changing environment for
business-to-business and business-to-consumer e-mail marketing professionals.
Understanding how your peers utilize and perceive e-mail today will help you to
generate better results from your current campaigns in the future.
What stands out the most in MarketingSherpa's study? The accuracy of Website Magazine's feature story for November on the future of
Stay up to date on the latest Internet trends:
Request a professional subscription to Website Magazine,
the most popular print publication on Web success.
Past E-Mail Marketing Challenges Will Increase In Importance:
Far and away, the greatest challenge for e-mail marketers continues to be
delivering highly-relevant e-mail content to recipients. Competing with social
media for recipients' time and attention however, now presents a significant
challenge as well. Fortunately, e-mail deliverability seems to be less of an
issue perhaps to the efforts taken by ISPs - bringing the topic to greater
attention with marketers. Presenting greater challenges this year than last
include 1) measuring and proving the ROI of e-mail marketing programs, getting
people to opt-in to e-mail lists, and the integration of databases with e-mail
E-Mail Marketing Budgets Increased in 2009:
The effectiveness of e-mail as a marketing tactic can't be denied - and we look
to budgets as the ultimate indicator. According to MarketingSherpa, a much
larger percentage of organizations increased their e-mail marketing budgets this
year than decreased them.
Greater Challenges Result In Bigger Payoffs:
Nobody said your career as an Internet professional would be easy. The study
revealed that the tactics more challenging to implement resulted in greater payoffs.
For example, while including ads in third-party newsletters or sharing e-mail on
social networks requires little effort, the level of effectiveness is low,
whereas sending e-mail to house lists and delivering relevant content to
segmented lists are complicated but highly effective.
Social Media Helps, Not Hurts, E-Mail Marketers:
According to the study, about eight in 10 marketers agreed that social
sharing, an e-mail tactic that allows e-mail recipients to share email content on
social networks and social media sites, "extends the reach of e-mail content
to new marketers" and "increases brand reputation and awareness."
Not everything is sunshine in the universe of e-mail marketers when it comes to
social sharing; 47 percent are unsure or disagree that social sharing increases the ROI
of e-mail programs, 53 percent are unsure or disagree that social sharing accelerates
the growth of e-mail lists, and 60 percent are unsure or disagree that it generates more