Marketing Sherpa, a business research company that just happens to focus on the marketing profession, presented the results of its recent study, Email Marketing Lists, Design, Tests & Deliverability for 2007. The report highlights information from four areas: (1) survey of 3,687 e-mail marketers; (2) lab tests and partner research; (3) “best of” research from expert sources; and (4) approximately 600 interviews.
Highlights of the study for your reference are included below:
- 42% of business-to-business (B-to-B) respondent said the impact of email is increasing slowly.
- 40% of business-to-consumer (B-to-C) respondents said the impact of email is increasing significantly.
- B-to-B respondents saw a 22% annual growth rate in their email list.
- B-to-C respondents saw a 37% annual growth rate in their email list.
- “Landing Page Copy” had the highest return on investment (ROI) at 43.2%. Text only messages as the lowest ROI
- In 2006, 80% of B-to-B respondents indicated that they had commercial filtering applications or appliances. Only 9% reported no filtering applications. Companies typically use filtering applications to decrease the amount of SPAM sent to their employees’ inboxes.
- “From Line Accuracy” had the highest CAN SPAM failure rate at approximately 57.4%. This means that inaccurate or false information in the from line caused the highest number of SPAM blocks.
- 83% of respondents indicated that consumers, “at least occasionally activate” images (or click through on images) when they appear in statements and order updates. 35% occasionally activate from unrecognized senders when contents are of interest.
- Nearly 52% said that they don’t see mobile marketing applying to them in the near future. An example of mobile marketing is asking consumers to send a text message in response to a message.
The full report is available from Marketing Sherpa by visiting www.marketingsherpa.com.