1 research drawn from: © 2000-2006 marketingsherpa, inc. you may distribute this presentation...

1

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

Email Marketing Benchmarks: New 2007 Research on Effective Email Marketing Tactics

Tuesday, February 27, 2007

Anne Holland, President MarketingSherpa, Inc.

Stefan Tornquist, Research Director MarketingSherpa, Inc.

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Facts not opinion: MarketingSherpa Methodology

Data for our reports, case studies and newsletters is gathered from the following research sources:1. Survey of Email Marketers – 3,637 in November 20062. Lab tests and partnered research 3. “Best of” research from dozens of expert sources

including research firms, usability labs, elite vendors, etc.

4. In-depth interviews for case studies – 600+

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First the good news…

10.9%

18.2%

29.1%

40.0%

1.7%

13.6%

6.8%

42.4%

35.6%

1.9%

0%

10%

20%

30%

40%

50%

The impact ofemail isdeclining

significantly.

The impact ofemail is slowly

declining.

The impact ofemail isn'tnoticeablychanging.

The impact ofemail is

increasingslowly.

The impact ofemail is

increasingsignificantly.

B-to-C B-to-B © 2006 MarketingSherpa Inc.

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#1. Growing Your List

3.9%6.0% 5.3%

-2.90% -3.2%

22%

37%

25%

-2.1%

-10%

0%

10%

20%

30%

40%Monthly list growth Monthly list attrition Annual list growth

B-to-B B-to-C Large lists

© 2006 MarketingSherpa Inc.

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Test Registration/Opt-In Forms

Source: Optimost for MarketingSherpa, November 2006

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#2. Tests That Work Best

13.8%

33.6%

34.4%

40.0%

40.7%

43.2%

44.8%

54.3%

59.4%

45.0%

51.9%

32.4%

41.4%

12.1%

15.0%

24.3%

6%

7.4%

0% 20% 40% 60% 80% 100%

Text only messages

Landing page creative(images, formatting)

A/B testing - emailcreative

Subject line tests

A/B testing - emailoffers

Landing page copy

High ROI Medium ROI Low ROI


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#2. Landing Page Test Example

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#3: Improving Delivery

AdelphiaReputation 44%Content 56%

CompuServeReputation 100%Content 0%

Mail.comReputation 100%Content 0%

USA.netReputation 78%Content 22%

AOLReputation 100%Content 0%

CoxReputation 50%Content 50%

MSNReputation 32%Content 68%

VerizonReputation 86%Content 14%

ATTReputation 90%Content 10%

EarthlinkReputation 77%Content 23%

NetscapeReputation 88%Content 12%

Yahoo!Reputation 80%Content 20%

Bell SouthReputation 97%Content 3%

GmailReputation 100%Content 0%

NetZeroReputation 90%Content 10%

CablevisionReputation 79%Content 21%

HotmailReputation 40%Content 60%

RoadRunnerReputation 100%Content 0%

ComcastReputation 85%Content 15%

Mac.comReputation 83%Content 17%

SBCReputation 79%Content 21%

Source: ReturnPath, Sender Reputation Causes Email Delivery Issues 83% of the Time, September 2006

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The B-to-B Delivery Challenge

Source: MarketingSherpa and KnowledgeStorm, Behind the Firewall: B-to-B Email, November 2006 and ReturnPath, Corporate Spam Filter Monitor Industry Study, July 2004.

0%

14%

35%

41%

58%

80%

9%

10%

34%

37%

27%

61%

0% 15% 30% 45% 60% 75% 90%

None

Open source filteringapplications

(SpamAssasin, etc.)

Public blacklistsmaintained by people

outside your organization

Private blacklistsmaintained by yourorganization alone

Client-side filteringapplications (Norton,

McAfee, etc.)

Commercial filteringapplications or appliances

2004(ReturnPath)

2006


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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%

Source: Lashback Inc. for MarketingSherpa, November 2006

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#4. Improving Design

Source: MarketingSherpa and Eyetools, November 2006


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Are Consumers Viewing Images?

Source: MarketingSherpa with SurveySampling International, January 2007

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#5. Is Mobile Marketing in Your Near Future?

7.6%

29.4%

51.8%

4.3%

1.9%

0.3%

0% 15% 30% 45% 60%

We've already spent money on mobile, and willbe doing so again in 2007.

We've already spent money on mobile, butwon't be allocating budget on it for 2007.

For the first time, we've allocated budget formobile marketing campaigns in 2007.

We've allocated resources to test mobilemarketing in 2007.

We're following mobile marketing, but won't beallocating resources in 2007.

We don't see mobile applying to us in the nearfuture.


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#5. Deep Fried Mobile Goodness

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For more information or to order call 877.895.1717 or http://2007EmailBenchmarks.MarketingSherpa.com

MarketingSherpa, Inc.499 Main StreetWarren, RI 02885(877) 895-1717Outside the U.S.(401) 247-7655http://www.MarketingSherpa.com

How to get your own copy:

Our research team welcomes feedback and/or questions.

feedback@Marketing Sherpa.com

233 charts & eight Eyetracking heatmaps

All new results data from 3,637 real-life marketers' campaigns

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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

Call (877) 895-1717 or http://2007EmailMktgSummit.MarketingSherpa.com

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Click to edit Master title style

Click to edit Master subtitle styleMikel Chertudi

Sr. Director Online MarketingOmniture

eMail & Web Analytics Integration:Optimizing Results

“Plug & Play” Online Marketing

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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.”

IDCWorldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006

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Non-Integrated eMail Metrics

Integrated eMail & Web Analytics Metrics

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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 Unprecedented optimization of email marketing performance

and Web site conversion rates Actionable information in a single, accessible location, enabling

the company to drive additional revenue immediately

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eMail – Web Analytics Integration BenefitsMarketers 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

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Q&A

Contact Info:Mikel ChertudiSr. Director Demand & Online [email protected]

1 research drawn from: © 2000-2006 marketingsherpa, inc. you may distribute this presentation...

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