adopt an e-mail marketing initiative july 2011static.infotech.com/downloads/email_marketing.pdf ·...

Practical IT Research that Drives Measurable Results

Adopt an E-mail Marketing Initiative

July 2011

Info-Tech Research Group 1

Introduction


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]

mailto:[email protected]



Key InsightsRespondent

Demographics


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.


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.




Demographics

Like This? Want More?

Watch your inbox.

• Within the coming weeks, Info-Tech will be launching several more short surveys that will offer similar results to these.

• If you participate, you will receive the results for every project you participated in.

• To ensure you are included or for more information please email

Scott Koopman

Info-Tech Research Group

mailto:[email protected]

adopt an e-mail marketing initiative july 2011static.infotech.com/downloads/email_marketing.pdf ·...

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