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Executive Summary Email still dominates as a marketing and sales channel. For many years, email has enjoyed favored status as a marketing and sales channel. However, the challenges in the way of email marketing success continue to mount: legislation, filtering & blocking technology and the reluctance of recipients to engage via email are growing obstacles to success. These challenges are worsening, quite likely because of “batch & blast” email practices and overall poorly conceived email campaigns. In short, it’s becoming harder to use email as a marketing channel. While most marketers are diversifying into additional channels, few have abandoned email. It’s familiar, inexpensive and still gets results. What will email marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Email Marketing Survey and completed interviews with 518 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this report compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Table of Contents - Executive Summary - Achieving Revenue Goals - Email Marketing Objectives - Current Email Marketing Success - Obstacles to Email Marketing Success - Email List Size - Email Tactic Usage - Email Tactic Effectiveness - Changes to Email Marketing Effectiveness - Email Tactic Execution - Email Programs & Channel Integration - Email Marketing Software Improvements - About Marketo - About Demand Metric & Ascend2 - Appendix - Survey Background Research Methodology Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Email Marketing Benchmark Report was administered online in February 2014. During this period, 518 responses were collected that were qualified and complete enough for inclusion in the analysis. To obtain this document, visit us at http://www.demandmetric.com/register
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Email Marketing Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report Email Marketing: Sponsored By:
TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Email Marketing Objectives Current Email Marketing Success Obstacles to Email Marketing Success Email List Size 13 15 16 Email Marketing Resource Usage Email Marketing Software Improvements About Marketo 11 12 Changes to Email Marketing Effectiveness Email Tactic Execution 17Email Tactic Usage About Demand Metric & Ascend29 14 Email Programs & Channel Integration 18Email Tactic Effectiveness Appendix – Survey Background10 TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Email Marketing Objectives Current Email Marketing Success Obstacles to Email Marketing Success Email List Size 13 15 16 Email Marketing Resource Usage Email Marketing Software Improvements About Marketo 11 12 Changes to Email Marketing Effectiveness Email Tactic Execution 17Email Tactic Usage About Demand Metric & Ascend29 14 Email Programs & Channel Integration 18Email Tactic Effectiveness Appendix – Survey Background10
EXECUTIVE SUMMARY Email still dominates as a marketing and sales channel. For many years, email has enjoyed favored status as a marketing and sales channel. However, the challenges in the way of email marketing success continue to mount: legislation, filtering & blocking technology and the reluctance of recipients to engage via email are growing obstacles to success. These challenges are worsening, quite likely because of “batch & blast” email practices and overall poorly conceived email campaigns. In short, it’s becoming harder to use email as a marketing channel. While most marketers are diversifying into additional channels, few have abandoned email. It’s familiar, inexpensive and still gets results. What will email marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Email Marketing Survey and completed interviews with 518 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this report compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric EXECUTIVE SUMMARY Email still dominates as a marketing and sales channel. For many years, email has enjoyed favored status as a marketing and sales channel. However, the challenges in the way of email marketing success continue to mount: legislation, filtering & blocking technology and the reluctance of recipients to engage via email are growing obstacles to success. These challenges are worsening, quite likely because of “batch & blast” email practices and overall poorly conceived email campaigns. In short, it’s becoming harder to use email as a marketing channel. While most marketers are diversifying into additional channels, few have abandoned email. It’s familiar, inexpensive and still gets results. What will email marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Email Marketing Survey and completed interviews with 518 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this report compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric
12% 55% 33% 0% 10% 20% 30% 40% 50% 60% Exceeding revenue goals Achieving revenue goals Not achieving revenue goals % of Companies Achieving Revenue Goals ACHIEVING REVENUE GOALS Two-thirds of companies responding to this survey are achieving or exceeding their revenue attainment goals. This distinction serves as a useful basis for comparing the email marketing strategies and practices of these achievers to the one-third of companies that are not achieving revenue goals. Figure 1: Percentage of Companies Achieving Revenue Goals Email Marketing Benchmark Survey, Demand Metric and Ascend2, February 2014, n=518 12% 55% 33% 0% 10% 20% 30% 40% 50% 60% Exceeding revenue goals Achieving revenue goals Not achieving revenue goals % of Companies Achieving Revenue Goals ACHIEVING REVENUE GOALS Two-thirds of companies responding to this survey are achieving or exceeding their revenue attainment goals. This distinction serves as a useful basis for comparing the email marketing strategies and practices of these achievers to the one-third of companies that are not achieving revenue goals. Figure 1: Percentage of Companies Achieving Revenue Goals Email Marketing Benchmark Survey, Demand Metric and Ascend2, February 2014, n=518
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ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today!
