E-Mail Marketing: Getting Through to Customers

• What factors contribute to the increases in e-mail marketing spending?
• What do most people want from commercial e-mail?
• What elements boost e-mail's ROI?
• What can turn legitimate marketers' messages into spam?
• What metrics are most effective for evaluating e-mail results?
• And many others...

Executive Summary

US E-Mail Advertising vs. Marketing Spending, 2006-2011 (millions)

Issues & Questions

The eMarketer View

Key eMarketer Numbers: E-Mail Marketing

E-Mail Spending: Advertising and Marketing

US E-Mail Advertising Spending, 2001-2011 (millions)

US E-Mail Advertising Spending As a Percent of Total Online Advertising Spending, 2001-2011

US E-Mail Advertising Spending Growth, 2002-2011 (% increase/decrease vs. prior year)

Comparative Estimates: US E-Mail Advertising Spending, 2006-2011 (millions)

Comparative Estimates: US E-Mail Advertising Spending As a Percent of Total Internet Advertising Spending, 2006-2011

Comparative Estimates: US E-Mail Advertising Spending Growth, 2006-2011 (% increase vs. prior year)

Marketing Spending

US E-Mail Marketing Spending, 2004-2011 (millions)

US E-Mail Marketing Spending Growth, 2005-2011 (% increase vs. prior year)

Spending Indicators

ROI for E-Mail Marketing and Non-E-Mail Online Marketing in the US, 2005 (per dollar spent)

ROI for E-Mail Marketing Spending in the US, 2005-2011 (per dollar spent)

Change in ROI from E-Mail Marketing according to US Marketers, December 2006 (% of respondents)

Advertising or Marketing Vehicles that Provide the Highest Return on Investment (ROI) or Advertising Spending (ROAS) according to Advertisers Worldwide, December 2006 (% of respondents)

Average Cost per Acquisition for Select Media in the US, 2006

Online Advertising Tactics for which US Online Marketers* Plan a 5%+ Increase in Budget Investment, 2006 & 2007 (% of respondents)

Best ROI for Lead Generation Tactics according to US Marketers, Spring 2006 (% of respondents)

Best ROI for Product Marketing Tactics according to US Marketers, Spring 2006 (% of respondents)

Online Marketing Programs Used* by US Interactive Marketers, 2007 (% of respondents)

US Marketers Who Plan to Use E-Mail Marketing More this Coming Year, December 2006 (% of respondents)

Increasing or Declining Impact of E-Mail Marketing according to B2C and B2B E-Mail Marketers in the US, October-November 2006 (% of respondents in each group)

E-Mail Users and Usage

US E-Mail Users, 2004-2011 (millions)

US E-Mail User Growth Rate, 2004-2011 (% increase vs. prior year)

Usage Patterns

US E-Mail Users As a Percent of Internet Users and Total US Population, 2005-2011

Whether US Adult and Teen Instant Messaging Users Send More Instant vs. E-Mail Messages, November-December 2006 (% of respondents)

Method Used Most Often by US Internet Users to Communicate with Friends, by Age, Q3 2006 (% of respondents in each group)

Favorite Method among US Tweens and Teens for Talking to or Staying in Touch with Friends, August 2006 (% of respondents)

Frequency with which US Internet Users Use Select Emerging Communication Tools, September 2006 (% of respondents)

Select Technologies that US Heavy* Internet Users Would Miss Most If They Were Taken Away, April 2006 (% of respondents)

US Internet Households that Use E-Mail, by Frequency, 2006 (% of respondents)

Personal E-Mail Client Used by US Consumer E-Mail Users, Q2 2006 (% of respondents)

Number of Active E-Mail Addresses that US Internet Users Have, September 2006 (% of respondents)

E-Mail Address Used for Subscribing to B2B and B2C E-Mail Marketing Messages among US Consumer and Business E-Mail Users, Q2 2006 (% of respondents)

E-Mail Program Used by US Internet Users, September 2006 (% of respondents)

Top 10 US Advertising Revenue-Generating Web Site Categories, April 2007 (millions)

Top US Advertising Revenue-Generating Web Site Categories, April 2007 (% of total)

Time Spent Online Daily by US Internet Users, by Category, February 2007 (minutes and % of time spent online)

Time Spent per Day that E-Mail Is Used by US Internet Households that Use E-Mail, 2006 (% of respondents)

Change due to Social Networking in Time Spent Using Select Media by US Social Network Users, February-March 2007 (% of respondents)

Non-Work Related Activities Performed on Work PCs by US Internet Users, July 2006 (% of respondents)

Getting Through

Consumer Attitudes and Actions

Demographic Profile of Internet Users in North America, by Attitudes toward E-Mail Marketing, Q3 2006 (% of respondents in each group)

Attitudes of US Adult Internet Users toward E-Mail Marketing, September 2006 (% of respondents)

Factors that US Adult Internet Users Consider Important in an E-Mail Marketing Solicitation, September 2006 (% of respondents)

Subscription Practices of US Retail E-Mail Newsletters, 2007 (% of respondents)

Direct Marketing Tactics that US Marketers Combine with E-Mail Marketing, 2007 (% of respondents)

Method by which US Adult Consumers Prefer to Receive New Product Information or Offers from Companies They Do Business with, 2007 (% of respondents)

Factors that US Adult Internet Users Say Might Make Them More Likely to Respond to an E-Mail Marketing Solicitation, September 2006 (% of respondents)

Frequency with which US Consumer E-Mail Users Prefer to Receive B2C E-Mail Marketing Messages, Q2 2006 (% of respondents)

Opinions* of US Adult Internet Users Regarding Select Types of Promotions, July 2006 (% of respondents)

Percent of Permission-Based E-Mail Opened by US Internet Users, September 2006 (% of respondents)

Most Valuable Sources of Information about Products and Brands according to US Heavy* Internet Users, April 2006 (% of respondents)

Ways that US Consumers Communicate about a Service, Product or Brand after Conducting an Online Search, November-December 2006 (% of respondents)

Conversation Channels by which Word-of-Mouth Agents in North America Talked about a Product during Their Last Campaign, May-June 2006 (% of respondents)

Viral Marketing Tactics with "Great Results" according to US Marketers*, April 2007 (% of respondents)

Ways that US Consumers Communicate about a Service, Product or Brand after Conducting an Online Search, by Age, November-December 2006 (% of respondents)

E-Mail and Shopping

Behavior of US Adult Internet Users after Receiving an E-Mail Marketing Solicitation, September 2006 (% of respondents)

Media that Influence US Consumers to Start a Search for Merchandise Online, November-December 2006 (% of respondents)

Best Media for Reaching and Engaging US Adult Internet Users with Information about New Products and Services, November 2006 (% of respondents)

Media that US Adults Turn to First When Making a Purchase Decision, 2004 & 2006

Source that Most Influenced US Adult Internet Users When Making Shopping Decisions, July 2006 (% of respondents)

Attitudes and Behavior of US Internet Users toward Online Shopping Customer Service, March 2007 (% of respondents)

US Retailers with the Best Online Customer Service, 2006

Dealing with Spam

Types of E-Mail that US E-Mail Users Consider to Be Spam, 2004 & 2005 (% of respondents)

Select Instances in which US Internet Users Will Use an E-Mail "Report Spam" Button, December 2006 (% of respondents)

Select Criteria Used by US Internet Users to Decide Whether to Click on an E-Mail "Report Spam" or "Junk" Button without Opening the Actual Message, December 2006 (% of respondents)

Tactics Used by US E-Mail Marketers to Address Problems with E-Mail Campaign Deliverability, 2006 (% of respondents)

Top 10 US Domains, Ranked by Permission-Based E-Mail Junk/Bulk Folder Deliverability Rates, Q1 2007 (% delivered to junk/bulk folder)

Amount of Select Types of E-Mail that US Internet Users Receive in a Typical Week, September 2006 (% of respondents)

Spam E-Mail Messages Worldwide, 2006-2010 (% of daily e-mail traffic)

Percent of E-Mails that Are Spam, Viruses or Phishing Worldwide, 2005 & 2006

Change in Amount of Inbox Spam Received in the Past Year by US Personal E-Mail Account Users, February 2004-March 2007 (% of respondents)

Demographic Profile of US Internet Users, by Attitude toward Spam, February-March 2007 (% of respondents in each group)

Attitudes of US E-Mail Users toward Spam, June 2003-March 2007 (% of respondents)

What Worries US Internet Users Most about Privacy, 2005-2007 (% of respondents)

Select Methods by which US E-Mail Users Keep Spam Out of Inbox, January 2005 & March 2007 (% of respondents)

Attitudes of US Internet Users toward E-Mail Bulk/Junk Folders, December 2006 (% of respondents)

US E-Mail Users Who Have Ordered a Product or Service Offered in an Unsolicited E-Mail, June 2003 & March 2007 (% of respondents)

US E-Mail Users Who Have Clicked on a Link in an Unsolicited E-Mail to Get More Information, June 2003 & March 2007 (% of respondents)

Types of Messages that US Adult Consumers Are More Inclined to Discard without Opening, 2007 (% of respondents)

Marketer Objectives and Actions

US Marketers Who Plan to Use E-Mail Marketing for Customer Acquisition and Retention This Coming Year, December 2006 (% of respondents)

Ways that Clients of US Marketing Service Providers (MSPs) Use E-Mail as a Marketing Tactic, August 2006 (% of respondents)

Customer Acquisition Tools Used by US Retailers, 2005 (% of respondents)

Marketing Tactic that Is "Effective" or "Extremely Effective" for Branding according to US Advertisers, 2007 (% of respondents)

Marketing Tactic that Is "Effective" or "Extremely Effective" for Lead Generation according to US Advertisers, 2007 (% of respondents)

Leading E-Mail Marketing Priority of US Online Retailers, April 2007 (% of respondents)

Primary Conversion Goal of E-Mail Campaign Landing Pages of B2B and B2C Companies in North America and the UK, 2007 (% of landing pages in each group)

Behaviors of US Retailers Whose Web Sites Have an E-Mail Sign-Up Program, by Category, 2006 (% of respondents in each group)

Evaluating Results

Most Important Reason that US Marketers Will Use E-Mail Marketing This Coming Year, December 2006 (% of respondents)

Best* and Worst** Performing Online Advertising Tactics according to US Online Marketers***, 2005 & 2006 (% of respondents)

US E-Mail Marketing Campaign Metrics, January-June 2006

Click-Through and Open Rates for B2C and B2B US E-Mail Marketing Campaigns, January-June 2006

Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Ratio of Text to Images, April-August 2006

Evaluation of ROI for Select E-Mail Marketing Message Elements according to B2C E-Mail Marketers in the US, October-November 2006 (% of respondents)

Tactic that Has Had the Most Impact on E-Mail Campaigns according to US Marketers, December 2006 (% of respondents)

Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Layout Style, April-August 2006

Average Open Rates for B2B and B2C E-Mail Marketing Messages, by Subject Line Content, April-August 2006

Tactics Used by US Online Retailers to Improve Effectiveness of E-Mail Marketing Campaigns, April 2007 (% of respondents)

Average Click Rates for E-Mail Marketing Messages*, by Promotions Included, April-August 2006

"Delivered" Metric Calculation Used by US E-Mail Service Providers (ESPs) vs. E-Mail Marketers, October 2006 (% of respondents in each group)

"Open Rate" Metric Calculation Used by US E-Mail Marketers, October 2006 (% of respondents)

"Click Rate" Metric Calculation Used by US E-Mail Service Providers (ESPs) vs. E-Mail Marketers, October 2006 (% of respondents in each group)

Clicks Tracking Method Used by US E-Mail Marketers, October 2006 (% of respondents)

Conclusion

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