Email Marketing Benchmarks: New
2007 Research on Effective Email
Marketing Tactics
Tuesday, February 27, 2007
Anne Holland, President
MarketingSherpa, Inc.
Research Drawn From:
Stefan Tornquist, Research Director
MarketingSherpa, Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
1
Facts not opinion:
MarketingSherpa Methodology
Data for our reports, case studies and
newsletters is gathered from the following
research sources:
1.
2.
3.
4.
Survey of Email Marketers – 3,637 in November 2006
Lab tests and partnered research
“Best of” research from dozens of expert sources including
research firms, usability labs, elite vendors, etc.
In-depth interviews for case studies – 600+
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
2
First the good news…
50%
B-to-C
© 2006 MarketingSherpa Inc.
B-to-B
40%
42.4%
40.0%
35.6%
30%
29.1%
20%
18.2%
13.6%
10%
10.9%
1.9%
6.8%
1.7%
0%
Research Drawn From:
The impact of
email is
declining
significantly.
The impact of
email is slowly
declining.
The impact of
email isn't
noticeably
changing.
The impact of
email is
increasing
slowly.
The impact of
email is
increasing
significantly.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
3
#1. Growing Your List
Monthly list growth
Monthly list attrition
Annual list growth
40%
37%
30%
25%
20%
22%
10%
6.0%
5.3%
3.9%
0%
Research Drawn From:
-10%
-2.1%
-2.90%
-3.2%
B-to-B
B-to-C
Large lists
© 2006 MarketingSherpa Inc.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
4
Test Registration/Opt-In Forms
Research Drawn From:
Source: Optimost for MarketingSherpa, November 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
5
#2. Tests That Work Best
High ROI
Landing page copy
Medium ROI
43.2%
A/B testing - email
offers
40.7%
Subject line tests
40.0%
A/B testing - email
creative
34.4%
Landing page creative
(images, formatting)
33.6%
Low ROI
32.4%
24.3%
51.9%
7.4%
45.0%
15.0%
59.4%
6%
54.3%
12.1%
Research Drawn From:
Text only messages
13.8%
0%
© 2006 MarketingSherpa Inc.
44.8%
20%
40%
41.4%
60%
80%
100%
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
6
#2. Landing Page Test Example
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
7
#3: Improving Delivery
Research Drawn From:
Adelphia
Reputation 44%
Content
56%
CompuServe
Reputation 100%
Content
0%
Mail.com
Reputation 100%
Content
0%
USA.net
Reputation 78%
Content
22%
AOL
Reputation 100%
Content
0%
Cox
Reputation 50%
Content
50%
MSN
Reputation 32%
Content
68%
Verizon
Reputation 86%
Content
14%
ATT
Reputation 90%
Content
10%
Earthlink
Reputation 77%
Content
23%
Netscape
Reputation 88%
Content
12%
Yahoo!
Reputation 80%
Content
20%
Bell South
Reputation 97%
Content
3%
Gmail
Reputation 100%
Content
0%
NetZero
Reputation 90%
Content
10%
Cablevision
Reputation 79%
Content
21%
Hotmail
Reputation 40%
Content
60%
RoadRunner
Reputation 100%
Content
0%
Comcast
Reputation 85%
Content
15%
Mac.com
Reputation 83%
Content
17%
SBC
Reputation 79%
Content
21%
Source: ReturnPath, Sender Reputation Causes Email Delivery Issues 83% of the Time, September 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
8
The B-to-B Delivery Challenge
© 2006 MarketingSherpa Inc.
Commercial filtering
applications or appliances
61%
80%
Client-side filtering
applications (Norton,
McAfee, etc.)
27%
58%
Private blacklists
maintained by your
organization alone
37%
41%
Public blacklists
maintained by people
outside your organization
34%
35%
Open source filtering
applications
(SpamAssasin, etc.)
10%
14%
Research Drawn From:
2004
(ReturnPath)
9%
None
2006
0%
0%
15%
30%
45%
60%
75%
90%
Source: MarketingSherpa and KnowledgeStorm, Behind the Firewall: B-to-B Email, November 2006 and
ReturnPath, Corporate Spam Filter Monitor Industry Study, July 2004.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
9
Email Reputation Management &
Affiliate Marketing
Compliance Failures by Category
Total Failures
CAN SPAM Failure Rate
From Line Accuracy
574
57.40%
No Postal Address Provided
229
22.90%
Bad Unsubscribe Option
158
15.80%
Subject Line Relevancy
80
8.00%
Sent through Open Relay
1
0.10%
Sent to Harvested Email
0
0.00%
Sent to Forged Email Headers
3
0.30%
Research Drawn From:
Source: Lashback Inc. for MarketingSherpa, November 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
10
#4. Improving Design
Research Drawn From:
© 2006 MarketingSherpa Inc.
Source: MarketingSherpa and Eyetools, November 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
11
Are Consumers Viewing Images?
60%
% with images blocked by
default
50%
48%
40%
37%
36%
30%
20%
10%
Research Drawn From:
0%
18-34
35-54
55 and over
© 2007 Marketingsherpa Inc.
Source: MarketingSherpa with SurveySampling International, January 2007
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
12
#5. Is Mobile Marketing in Your
Near Future?
We don't see mobile applying to us in the near
future.
51.8%
We're following mobile marketing, but won't be
allocating resources in 2007.
We've allocated resources to test mobile
marketing in 2007.
For the first time, we've allocated budget for
mobile marketing campaigns in 2007.
29.4%
7.6%
1.9%
We've already spent money on mobile, but
0.3%
won't be allocating budget on it for 2007.
Research Drawn From:
We've already spent money on mobile, and will
be doing so again in 2007.
© 2006 MarketingSherpa Inc.
4.3%
0%
15%
30%
45%
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
60%
13
#5. Deep Fried Mobile Goodness
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
14
How to get your own copy:
Our research team
welcomes feedback
and/or questions.

feedback@Marketing
Sherpa.com
Research Drawn From:
MarketingSherpa, Inc.
499 Main Street
Warren, RI 02885
(877) 895-1717
Outside the U.S.(401) 247-7655

233 charts & eight Eyetracking
heatmaps
All new results data from 3,637 reallife marketers' campaigns
For more information or to order call 877.895.1717 or
http://2007EmailBenchmarks.MarketingSherpa.com
http://www.MarketingSherpa.com
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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Meet us in Miami March 4-6th!






650 email marketers
25+ advanced Case
Studies
4 Interactive Labs on
measurement, design, list
growth & triggered email
Bootcamp training day
Delivery clinic
Networking parties, meals
& lounge
Research Drawn From:
Call (877) 895-1717 or
http://2007EmailMktgSummit.MarketingSherpa.com
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
16
eMail & Web
Analytics Integration:
Optimizing Results
Click to edit Master title style
“Plug & Play” Online Marketing
Research Drawn From:
Click to edit Master subtitle style
Mikel Chertudi
Sr. Director Online Marketing
Omniture
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
17
Need for eMail & Web Analytics Integration
“… the ability to track the responder’s behavior not
only to the landing page of a … but also from there
through the Web site to ultimate sale, hesitation, or
outright cart abandonment. This tracking is critical to
testing modifications in the construction and targeting
of the email that might improve results.”
IDC
Research Drawn From:
Worldwide Web Analytics Software Applications 2006 - 2010
Forecast and Analysis: 2005 Shares and Current Out look in the Year of Integration
June, 2006
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
18
Non-Integrated eMail Metrics
Integrated eMail & Web Analytics Metrics
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
19
Illuminations Case Study
Challenges:
 Limited ability to target email remarketing efforts based on site visitor
behavior
 Difficulty in identifying the impact of cart abandonment on revenue
 Separate interfaces required to generate comprehensive reports
regarding marketing initiatives
Solution:
 Integrated Responsys Interact® with Omniture SiteCatalyst
Results:
 Track response activity from email click-through to Web site conversion,
at both the campaign and individual levels
Drawn
Unprecedented
optimization of email marketing performance and Web
Research
From:
site conversion rates
 Actionable information in a single, accessible location, enabling the
company to drive additional revenue immediately
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
20
eMail – Web Analytics Integration Benefits
Marketers are now enabled to optimize e-mail remarketing based on
qualitative site behavior segments beyond the traditional open,
click, and conversion quantities to those who:
 only visited the site, but didn’t take further action
 viewed specific pages (i.e. product/service info)
 abandoned the shopping cart (with which products) or lead
form
 purchased with varying dollar values and product quantities or
provided varying degrees of lead information
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
21
Q&A
Contact Info:
Mikel Chertudi
Sr. Director Demand & Online Marketing
mchertudi@omniture.com
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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