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E-Mail Marketing, 2004
eMarketer, June 2004, Pages: 143
The E-Mail Marketing report analyzes the evolving attitudes toward e-mail, both by the users and recipients of e-mail messages and e-mail marketers. Everyone has an opinion -- and the opinions are changing fast. The one thing no one argues about is that e-mail is everywhere. Almost everyone uses it.
In the US alone, 88% of adult Internet users have personal e-mail accounts. Further, 46% of them have e-mail access at work. Added together, this report estimates that 147 million people across the country use e-mail, almost every day.
A Pew Internet and American Life Project survey found that 91% of Internet users between the ages of 18 and 64 send or read e-mail, and an even higher number of users ages 65 or older do the same. The only other activity to even approach e-mail's popularity is using a search engine to find information.
Unfortunately, a few spammers are abusing e-mail and everyone is affected.
The E-Mail Marketing Report Addresses These Critical Issues:
- E-mail's strengths
- E-mail's weaknesses
- The e-mail universe -- size, volume and types
- How individuals use e-mail
- How companies manage e-mail
- Successful e-mail marketing strategies
- How to increase e-mail marketing effectiveness
- The impact of cross-channel marketing
- The value of permission marketing
- How to maintain in-house lists
- The importance of privacy
- How to measure results
- The real cost of spam
- And many more...
Here is an example of the type of statistics and analysis that fill the report: Profitability Factors
Despite the crippling nature of spam, and the sometimes overwhelming impact of escalating e-mail volume, e-mail marketing remains highly profitable, most notably when used for customer retention. Research from Quris indicates that loyal e-mail subscribers -- that is, the 40% of customers 'who would go out of their way to patronize a company whose permission e-mail programs they like' -- make more purchases and spend more online than those customers who do not feel the same loyalty.
This study from the Denver-based e-mail marketing company indicates that while building a robust permission-based list is the key first step, the quality of marketing e-mail contents might be the most important signifier as to whether or not the messages produce profits.
The following positive indicators for e-mail marketing come from the DMA, perhaps giving them even greater weight considering the DMA is an organization that has been traditionally focused on offline media.
While the DMA research looked at revenues per contact not only across media but across industries as well, the DoubleClick chart below focuses on average e-mail revenues for retail and catalog companies -- two of the biggest players in e-mail marketing. In this case, while revenues per e-mail peaked at $0.30 during Q2 2003, they remained relatively stable at $0.26 per e-mail during the second half of 2003.
You will find more charts, graphs and analysis like what you see above inside the E-Mail Marketing report.
Get All the Information on E-Mail -- All in One Report
With data aggregated from a broad range of marketing and research firms, including Advertising.com, DoubleClick, EmailLabs, Forrester Research, Harte-Hanks, Intelliseek, Ipsos, NOP, Quris and Shop.org/BizRate, in combination with proprietary projections and analysis, the E-Mail Marketing report gives you the information you need to make intelligent e-business decisions.
Information Sources
- AARP
- Advertising.com
- America Online (AOL) Digital Marketing Services, Inc. (DMS)
- Arbitron
- Bigfoot Interactive
- BIGresearch
- BizRate.com
- Brightmail
- BtoB Magazine
- BURST! Media
- Business Software Alliance (BSA)
- CMO Council
- Commtouch
- comScore Media Metrix
- CoolSavings.com
- Direct Marketing Association
- DoubleClick
- Edison Media Research
- EmailLabs
- Ferris Research
- Forrester Research
- Harris Interactive
- Harris Poll
- Harte-Hanks
- Havas
- InformationWeek
- InsightExpress
- International Data Corporation (IDC)
- Ipsos-Reid
- JupiterResearch
- Kelsey Group
- London Business School
- MarketingSherpa
- New York Times
- NOP World
- Opt-In News
- Osterman Research
- Pew Internet & American Life Project
- PurchasePro
- Quris
- Radicati Group
- Responsys
- Return Path
- Shop.org
- the e-tailing group
- unspam
- Vertis
- Yankee Group
- Yankelovich
- Zanthus
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US survey shows percent share of Internet users who feel spam (electronic junk mail) is a problem, and the percent who feel it is not a problem, with percent share for each of five reasons that make people think of an e-mail as junk mail, as reported
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