Email Marketing to Thrive in 2004

Posted By Hollis Thomases on Sep 22nd, 2003

There have been fears around the world of email marketing that with the introduction of Spam Filters, Black Lists, and the ease of RSS delivery, that email marketing may die off to extinction. However, according a new study by Marketing Sherpa; the Email Marketing Metrics Guide, these predictions may be in error. According to the dozens of research sources cited in this Guide, the rumors of email marketing’s “death” are completely inaccurate.

According to anecdotal evidence collected during interviews with marketers throughout the past nine months, as well as quantitative data from the 2,723 marketers surveyed in MarketingSherpa’s 2nd Annual Email Marketing Metrics Survey, conducted September 2003:

Only 6% of marketers say their open rates for house lists have “decreased significantly”, while 15% say they’ve actually “increased significantly.”

Just 5% of marketers say their click rates for links sent to house lists have decreased, while 18% say clicks have increased.

The majority of marketers who track rented list performance say that they have seen “not a big change” in both opens and clicks over the past 12 months.This data also shows that the average marketer plans to increase email marketing tactics for 2004. The most popular tactics they plan to increase in are:

62% create campaign-specific landing pages

53% publish their own email newsletter

52% send email “alerts” to their own listThe Email Marketing Metrics Guide includes real performance data gathered from over 2,300 professional marketers – - and even find out how leading organizations like AT&T Wireless, AOL Time Warner, Microsoft and MIT Technology Review boosted sales through simple changes to their email marketing tactics.

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