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State of Email Marketing Europe Report Marketing Survey, Marketing Automation, Email Marketing, Get Email, Numbers, Europe

Marketing Survey

Marketing Automation

Email Marketing

State of Email Marketing Europe Report

New email marketing study and report uncovers common challenges faced by… Seo Services, Success, Study, Words, Challenges, Twitter, Studio

New email marketing study and report uncovers common challenges faced by…

Many of the 100 fastest-growing US retailers are missing opportunities to create connections with customers by personalizing emails after purchases, sending welcome emails after opt-ins, and reaching out to cart abandoners. Only 74 of the Hot 100 Retailers sent welcome emails to new subscribers. And although a significant proportion were found to gather personal data during the opt-in and sales process, just 5% with in-store opt-in personalized emails after an in-store purchase. Marketing Opportunities, Digital Marketing, Welcome Emails, Sales Process, First Names, Opportunity, Cart

Marketing Opportunities

Digital Marketing

Many of the 100 fastest-growing US retailers are missing opportunities to create connections with customers by personalizing emails after purchases, sending welcome emails after opt-ins, and reaching out to cart abandoners. Only 74 of the Hot 100 Retailers sent welcome emails to new subscribers. And although a significant proportion were found to gather personal data during the opt-in and sales process, just 5% with in-store opt-in personalized emails after an in-store purchase.

Data from the DMA’s “2012 Response Rate Report” indicates that because costs for direct mail are higher, cost per lead and cost per sale across direct mail, email, and paid search are roughly equal. Cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for paid search ($52.58), post card ($54.10), and email ($55.24). Indeed, when examining return on investment, email ($28.50) far surpasses direct mail ($7.00). Mail Email, Direct Mail, Post Card, No Response, Investing, Knowledge, Mindfulness

Data from the DMA’s “2012 Response Rate Report” indicates that because costs for direct mail are higher, cost per lead and cost per sale across direct mail, email, and paid search are roughly equal. Cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for paid search ($52.58), post card ($54.10), and email ($55.24). Indeed, when examining return on investment, email ($28.50) far surpasses direct mail ($7.00).

Direct mail campaigns benefit from higher response rates than various other channels, finds the Direct Marketing Association (DMA) in a June 2012 study. Comparing rates over time, the report indicates that the response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. Interestingly, (letter-sized) direct mail’s relative superiority over email in terms of response rate comes despite the former’s 25% decline in response rate over the past 9 years. Direct Marketing, Marketing Association, Existing Customer, Display Ads, Whats Wrong, Letter Size, Deep Thoughts

Direct Marketing

Marketing Association

Existing Customer

Direct mail campaigns benefit from higher response rates than various other channels, finds the Direct Marketing Association (DMA) in a June 2012 study. Comparing rates over time, the report indicates that the response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. Interestingly, (letter-sized) direct mail’s relative superiority over email in terms of response rate comes despite the former’s 25% decline in response rate over the past 9 years.

Almost 9 in 10 global marketers either have a mobile site or a mobile application or plan to employ one in the future, according to an IBM study (June 2012). Yet, only 1 in 5 currently run mobile marketing tactics as part of integrated campaigns, with the remainder running their mobile programs discretely and on an ad hoc basis. The most popular mobile tactics currently employed are mobile sites (46%) and apps (45%), with mobile versions of email (35%), mobile messaging campaigns (32%) Marketing Tactics, Promote Your Business, Mobile Application, Ibm, Periodic Table, Adoption

Marketing Tactics

Promote Your Business

Mobile Application

Almost 9 in 10 global marketers either have a mobile site or a mobile application or plan to employ one in the future, according to an IBM study (June 2012). Yet, only 1 in 5 currently run mobile marketing tactics as part of integrated campaigns, with the remainder running their mobile programs discretely and on an ad hoc basis. The most popular mobile tactics currently employed are mobile sites (46%) and apps (45%), with mobile versions of email (35%), mobile messaging campaigns (32%)

Email open rates continue to trend upwards, rising to 26.2% in Q1 2012, representing 5.6% growth from 24.8% in Q4 2011 and a 12.4% year-over-year increase, per an Epsilon report released in June 2012. Click rates, though, moved in the opposite direction, falling to a low of 4.7%, down 8.3% from last quarter, and 19.3% from Q1 2011. Non-bounce rates remained strong at 96.5%, while average volume per client decreased by 23.9% over Q4 2011, unsurprising given historical holiday spikes Bounce Rate, Things That Bounce, Social Media, Chart, Messages, Advertising

Things That Bounce

Email open rates continue to trend upwards, rising to 26.2% in Q1 2012, representing 5.6% growth from 24.8% in Q4 2011 and a 12.4% year-over-year increase, per an Epsilon report released in June 2012. Click rates, though, moved in the opposite direction, falling to a low of 4.7%, down 8.3% from last quarter, and 19.3% from Q1 2011. Non-bounce rates remained strong at 96.5%, while average volume per client decreased by 23.9% over Q4 2011, unsurprising given historical holiday spikes

Internet sites remain the preferred digital channel for shoppers across most phases of the online shopping journey, beginning with the awareness phase of research, according to a July 2012 report by Capgemini. 72% of the more than 16,000 digital shoppers surveyed in 16 countries rated internet sites as important or extremely important for learning about products, followed by email (58%) and in-store technology such as kiosks (49%). Social media was cited by 45%, ahead of smartphone app (40%). Digital Media, Online Purchase, Infographic, Journey, Technology, Website, Learning

Online Purchase

Internet sites remain the preferred digital channel for shoppers across most phases of the online shopping journey, beginning with the awareness phase of research, according to a July 2012 report by Capgemini. 72% of the more than 16,000 digital shoppers surveyed in 16 countries rated internet sites as important or extremely important for learning about products, followed by email (58%) and in-store technology such as kiosks (49%). Social media was cited by 45%, ahead of smartphone app (40%).

B2B marketers have an array of email marketing features at their disposable, but are not making use of all them to great degrees, according to a July 2012 survey. While most are leveraging features such as variable fields (86%), drip nurturing (61%), and behavioral segmentation (51%), spam analysis (33%) and mobile optimization (25%) are being virtually ignored. This despite research indicating that the share of emails opened on mobiles continues to soar, reaching 27.39% in H2 2011. B2b Email Marketing, Spam, Mobiles, Fields, Behavior, Bar Chart, Behance, Mobile Phones

B2b Email Marketing

B2B marketers have an array of email marketing features at their disposable, but are not making use of all them to great degrees, according to a July 2012 survey. While most are leveraging features such as variable fields (86%), drip nurturing (61%), and behavioral segmentation (51%), spam analysis (33%) and mobile optimization (25%) are being virtually ignored. This despite research indicating that the share of emails opened on mobiles continues to soar, reaching 27.39% in H2 2011.

Looking at spending growth by channel in Q1 2012, social media tops the list with a weighted average of 3.6, followed by mobile and email (both at 3.4), and search (SEO/content optimization) at 3.3. Despite remaining atop the list with its weighted average of 3.6, social media’s spending growth decreased from a leading 3.8 in both Q1 2011 and Q1 2010. Similarly, email’s score of 3.4 continued a decline from 3.7 in Q1 2011 and 3.8 in Q1 2010. This may reflect channel maturity. Powerpoint Background Design, Display Advertising, Maturity, Seo, Channel

Powerpoint Background Design

Display Advertising

Looking at spending growth by channel in Q1 2012, social media tops the list with a weighted average of 3.6, followed by mobile and email (both at 3.4), and search (SEO/content optimization) at 3.3. Despite remaining atop the list with its weighted average of 3.6, social media’s spending growth decreased from a leading 3.8 in both Q1 2011 and Q1 2010. Similarly, email’s score of 3.4 continued a decline from 3.7 in Q1 2011 and 3.8 in Q1 2010. This may reflect channel maturity.

The longer the length (in characters) of a B2C email subject line, the higher its open, click, and click-to-open rates, says study of 932 million emails from more than 40,000 campaigns across 6 sectors, sent over a 6-month period. The results show that B2C emails have a below-average click-to-open rate (CTOR) for subject lines between 20 and 60 characters in length, but after that pick up steam, hitting their peak at 150 characters in length. These emails have a CTOR 94.7% above the average. Marketing Tools, Social Media Marketing, Character Counts, Email Subject Lines, Case Study, Facts

Marketing Tools

Social Media Marketing

Character Counts

Email Subject Lines

The longer the length (in characters) of a B2C email subject line, the higher its open, click, and click-to-open rates, says study of 932 million emails from more than 40,000 campaigns across 6 sectors, sent over a 6-month period. The results show that B2C emails have a below-average click-to-open rate (CTOR) for subject lines between 20 and 60 characters in length, but after that pick up steam, hitting their peak at 150 characters in length. These emails have a CTOR 94.7% above the average.

Roughly 25% of British small business decision-makers say they use Facebook for marketing purposes, but this group displays some misperceptions about the realities of their successes using the channel. 32% of those using Facebook say they don’t know how to engage with fans on Facebook, yet 59% are using Facebook to post updates about products and services on their timeline, and 42% are engaging with fans by responding to posts on their timeline. Facebook Marketing, About Facebook, Confused, Timeline, Small Businesses, Charts

Facebook Marketing

Small Businesses

Roughly 25% of British small business decision-makers say they use Facebook for marketing purposes, but this group displays some misperceptions about the realities of their successes using the channel. 32% of those using Facebook say they don’t know how to engage with fans on Facebook, yet 59% are using Facebook to post updates about products and services on their timeline, and 42% are engaging with fans by responding to posts on their timeline.

32% of smartphone owners have made a purchase after receiving a promotional message on their mobile device via email, according to results from a StrongMail survey conducted by Forrester Consulting, released in August. The study also finds that smartphone owners are far more likely to have made a purchase after receiving a promotional message via email than via SMS (9%) or in-app messaging (6%). Smartphone, Promotion, App

32% of smartphone owners have made a purchase after receiving a promotional message on their mobile device via email, according to results from a StrongMail survey conducted by Forrester Consulting, released in August. The study also finds that smartphone owners are far more likely to have made a purchase after receiving a promotional message via email than via SMS (9%) or in-app messaging (6%).

Email messages scheduled as the work day begins and progresses see a marked decline in click rates, with rates not picking up again until the afternoon, before peaking overnight, finds MailerMailer in a July 2012 report covering more than 1.2 billion opt-in email newsletters sent in 2011. Email Marketing Software, Content Marketing, Schedule, Email Newsletters, Times

Email Marketing Software

Content Marketing

Email Newsletters

Email messages scheduled as the work day begins and progresses see a marked decline in click rates, with rates not picking up again until the afternoon, before peaking overnight, finds MailerMailer in a July 2012 report covering more than 1.2 billion opt-in email newsletters sent in 2011.

Despite recurring indications that some marketers are having difficulty measuring the ROI of their social media activities, and that these activities might not be benefiting them from a sales standpoint, roughly 3 in 4 CMOs are at least somewhat confident that their social efforts are having a measurable impact on sales, according to a Bazaarvoice survey of 100 members of The CMO Club. Sales And Marketing, Effort, Confidence

Sales And Marketing

Despite recurring indications that some marketers are having difficulty measuring the ROI of their social media activities, and that these activities might not be benefiting them from a sales standpoint, roughly 3 in 4 CMOs are at least somewhat confident that their social efforts are having a measurable impact on sales, according to a Bazaarvoice survey of 100 members of The CMO Club.

CEO's mistrust CMO's as CMO's are not paying attention to ROI and KPI's. About 3 in 4 CEOs globally say they want marketers to become fully focused on ROI, per results from a Fournaise Marketing Group survey released in July 2012. A similar proportion think marketers misunderstand the real meaning of the words “results,” “ROI” and “performance.” The upshot of this is that 8 in 10 CEOs believe marketers are disconnected from companies’ financial realities, and as a result, the same proportion Marketing Technology, Marketing Consultant, Business Marketing, Internet Marketing, Online Marketing, Web Design, Search Engine

Marketing Technology

Marketing Consultant

Business Marketing

Internet Marketing

Online Marketing

CEO's mistrust CMO's as CMO's are not paying attention to ROI and KPI's. About 3 in 4 CEOs globally say they want marketers to become fully focused on ROI, per results from a Fournaise Marketing Group survey released in July 2012. A similar proportion think marketers misunderstand the real meaning of the words “results,” “ROI” and “performance.” The upshot of this is that 8 in 10 CEOs believe marketers are disconnected from companies’ financial realities, and as a result, the same proportion