Email Marketing Industry Growth and Trends

Email Marketing Best Practices, Strategies & Tactics

• Goals for email marketers shifted slightly in 2008. 90% of marketers surveyed considered growing their email lists as a priority. 85% considered integrating email with other marketing and improving deliverability a priority. 50%considered Web 2.0, social media and mobile marketing a priority.
  – MarketingSherpa. “Email Benchmark Guide.” 2008. www.marketingsherpa.com.
   
• Email ad spending will jump to $677 million in 2011, from $492 million in 2008.
  – eMarketer. “Social Media and E-Mail Spending to Rise.” www.emarketer.com.
   
• Email presently generates 21.6% of total revenue from campaigns.
  – Direct Marketing Association. “The Integrated Marketing Media Mix.” 2008. www.the-dma.org.
   
• Half of respondents to a 2008 survey said they handle their direct response marketing internally, while 37% conducted it though a combination of agency and internally.
  – Direct Partners. 2008. www.directpartners.com.
   
• 23% reported their budget would increase by 10% or higher this year compared the previous year.
  – Direct Partners. 2008. www.directpartners.com.
   
• Email ad spending will jump to $431 million in 2011, from $405 million in 2008.
  – eMarketer. 2008. www.emarketer.com.
   
• 72% of the firms polled send email to customers; a 10% increase over 2007.
  – Direct Magazine. 2008. www.directmag.com.
   
• 55% of the firms polled that use email plan to increase their budgets for it next year.
  – Direct Magazine. 2008. www.directmag.com.
   
• Nearly three-quarters of email marketers said that they plan to spend either the same amount or more on email marketing in 2008 as they did in 2007.
  – MarketingSherpa. “E-Mail 2008: Top 10 Research Findings and Practical Ways to INcrease E-Mail Performance.” 2008. www.marketingsherpa.com.
   
• More than a quarter of respondents said they would spend 1.5 times as much or more as they did in 2007.
  – MarketingSherpa. “E-Mail 2008: Top 10 Research Findings and Practical Ways to Increase E-Mail Performance.” 2008. www.marketingsherpa.com.
   
• Nearly half (47%) of respondents made a purchase in the past year due to permission email. Just under onethird (30%) said they stopped doing business with at least one company because of poor email practices.
  – Merkle Inc. “Merkle’s View from the Inbox.” 2009. www.merkleinc.com.
   
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