New Study Results: Email Marketing Lists, Design, Tests ... · Email Reputation Management &...

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Research Drawn From:

New Study Results: Email Marketing Lists, Design, Tests & Deliverability for 2007

Tuesday, December 19, 2006

Anne Holland, President

MarketingSherpa, Inc.

Stefan Tornquist, Research Director




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 2006

2. 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+

http://www.marketingsherpa.com

http://EmailMarketingGuide2007.MarketingSherpa.com



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.





#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.





Test Registration/Opt-In Forms

Source: Optimost for MarketingSherpa, November 2006





#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






#2. Landing Page Test Example





#3: Improving Delivery

SBCReputation 79%Content 21%

Mac.comReputation 83%Content 17%

ComcastReputation 85%Content 15%

RoadRunnerReputation 100%Content 0%

HotmailReputation 40%Content 60%

CablevisionReputation 79%Content 21%

NetZeroReputation 90%Content 10%

GmailReputation 100%Content 0%

Bell SouthReputation 97%Content 3%

Yahoo!Reputation 80%Content 20%

NetscapeReputation 88%Content 12%

EarthlinkReputation 77%Content 23%

ATTReputation 90%Content 10%

VerizonReputation 86%Content 14%

MSNReputation 32%Content 68%

CoxReputation 50%Content 50%

AOLReputation 100%Content 0%

USA.netReputation 78%Content 22%

Mail.comReputation 100%Content 0%

CompuServeReputation 100%Content 0%

AdelphiaReputation 44%Content 56%

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





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






Email Reputation Management & Affiliate Marketing

0.30%3Sent to Forged Email Headers

0.00%0Sent to Harvested Email

0.10%1Sent through Open Relay

8.00%80Subject Line Relevancy

15.80%158Bad Unsubscribe Option

22.90%229No Postal Address Provided

57.40%574From Line Accuracy

CAN SPAM Failure RateTotal FailuresCompliance Failures by Category

Source: Lashback Inc. for MarketingSherpa, November 2006





#4. Improving Design

Source: MarketingSherpa and Eyetools, November 2006






Are Consumers Viewing Images?

35%

54%

77%

79%

83%

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

At Least Occasionally Activate from UnrecognizedSenders when Contents are of Interest

At Least Occasionally Activate from TrustedCompanies Without Permission to Email Them

Occasionally Activate from Companies They DoBusiness with

Occasionally Activate from Companies withPermission to Email Them

At Least Occasionally Activate when in Statementsand Order Updates

Source: Epsilon, Default Image Suppression’s Effect on Consumers and Marketers, September 2006





#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.






#5. Deep Fried Mobile Goodness





For more information or to order call 877.895.1717 or



499 Main Street

Warren, RI 02885

(877) 895-1717

Outside the U.S.(401) 247-7655

http://www.MarketingSherpa.com

How to get your own copy:

Our research team welcomes feedback and/or questions.

[email protected]

233 charts & eight Eyetracking

heatmaps

All new results data from 3,637

real-life marketers' campaigns




mailto:[email protected]



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://07EmailSummit.MarketingSherpa.com

http://07EmailSummit.MarketingSherpa.com

http://07EmailSummit.MarketingSherpa.com

New Study Results: Email Marketing Lists, Design, Tests ... · Email Reputation Management &...

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