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TRANSCRIPT
Practical IT Research that Drives Measurable Results
Adopt an E-mail Marketing Initiative
July 2011
Info-Tech Research Group 1
Introduction
Info-Tech Research Group 2
In appreciation for your participation in this survey, we have created this exclusive summary of results.
The data you provided is being leveraged in our research.
Thank you for your participation.
This document has these three main sections:
Key Insights
Respondent Demographics
Survey Question Graphs
If you have any questions or concerns please contact:
Scott Koopman
Panel Coordinator
Info-Tech Research Group
E-mail: [email protected]
Info-Tech Research Group 3
Survey Question Graphs
Key InsightsRespondent
Demographics
Info-Tech Research Group 4
For message creation and monitoring, putting more effort into message
creation at the start results in higher e-mail marketing success
0.22
0.30
0.37
0.50
0.51
0.66
0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70
Info integration w/ other tracking tools
E-mail message testing
Activity/click-stream analysis
Delivery frequency
E-mail message delivery
E-mail message creation
Correlation with E-mail Marketing SuccessSource: Info-Tech Research Group, n = 19
Eff
or
t A
cti
vit
y
These three activities have the largest impact on e-mail marketing success.
Putting more effort into these activities will result in your e-mail marketing
initiative being more successful.
These three activities did not have a significant impact on e-mail marketing success. Do not put as much effort into
these activities because they do not have as much influence on the success of your
e-mail marketing initiative.
The e-mail marketing success was calculated by taking the average of the attainment of the following items, measured on a six-point scale from 1 = Strongly Disagree to 6 = Strongly Agree:
•Increased lead list size•Customer retention•Customer acquisition•Ease of maintaining/delivering targeted e-mail•Coordination with other campaigns•Targeted or personalized content delivery•Reduced marketing costs
Each bar represents a statistical estimate of the impact
each effort activity has on the success of your e-mail
marketing initiative.
Info-Tech Research Group 5
When maintaining your contact list, put more effort into
adding to the list to have higher e-mail marketing success
These four activities have the largest impact on e-mail marketing success.
Putting more effort into these activities will result in your e-mail marketing
initiative being more successful.
These two activities did not have a significant impact on e-mail marketing success. Do not put as much effort into
these activities because they do not have as much influence on the success of your
e-mail marketing initiative.
The e-mail marketing success was calculated by taking the average of the attainment of the following items, measured on a six-point scale from 1 = Strongly Disagree to 6 = Strongly Agree:
•Increased lead list size•Customer retention•Customer acquisition•Ease of maintaining/delivering targeted e-mail•Coordination with other campaigns•Targeted or personalized content delivery•Reduced marketing costs
0.29
0.30
0.55
0.62
0.69
0.78
0.00 0.20 0.40 0.60 0.80 1.00
Cleansing contact list of obsoletes/duplicates
Contact list segmentation by country
The initial creation of the list
Maintaining the list with up-to-date records
Segmenting the list by type of industry
Adding to the contact list
Correlation with E-mail Marketing SuccessSource: Info-Tech Research Group, n = 19
Eff
or
t A
cti
vit
y
Each bar represents a statistical estimate of the impact
each effort activity has on the success of your e-mail
marketing initiative.
Info-Tech Research Group 6
Survey Question Graphs
Key InsightsRespondent
Demographics
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Survey Question Graphs
Key InsightsRespondent
Demographics
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• Within the coming weeks, Info-Tech will be launching several more short surveys that will offer similar results to these.
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• To ensure you are included or for more information please email
Scott Koopman
Info-Tech Research Group