tailieunhanh - 2012 Email Marketing - Research and insights for engaging email subscribers

As email marketing continues to mature, and digital communications expand, organizations need to become even more strategic in email campaign implementation, to deliver value on subscriber’s terms. To accomplish this goal, email marketers must exceed the rising expectations of email subscribers and ISPs. Subscribers demand organizations speak to their unique interests and communication preferences. Because of overcrowded inboxes, consumers also seek new, more efficient tools with which to review emails. Webmail clients are responding to this need by implementing engagement metrics to determine both access and placement inside a subscriber’s inbox. In this “it’s all about me” consumer climate, engaging content is crucial to a brand’s success. Last year’s benchmark report. | 447 BENCHMARK REPORT 2012 Email Marketing Research and insights for engaging email subscribers sponsored by StrongMail. EXCERPT Ọmarketingsherpa powered by MECLABS MarketingSherpa 2012 Email Marketing Benchmark Report 2012 Email Marketing Benchmark Report Research and insights for engaging email subscribers Author W. Jeffrey Rice Senior Research Analyst Contributors Sergio Balegno Director of Research Adam T. Sutton Senior Reporter Production Editors Brad Bortone Senior Copy Editor Selena Blue Junior Copy Editor Ọ marketing sherpa 2012 Email Marketing Benchmark Report US 447 ISBN 978-1-936390-27-4 Copyright 2011 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying recording faxing emailing posting online or by any information storage and retrieval system without written permission from the publisher. To purchase additional copies of this report please visit Bulk discounts are available for multiple copies. Please contact Customer Service MarketingSherpa LLC 1-877-895-1717 outside US call 401-247-7655 service@sherpastore i Copyright 2000-2011 MarketingSherpa LLC a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@. MarketingSherpa 2012 Email Marketing Benchmark Report Table of Contents Table of Executive Research and insights for engaging email Key finding Challenging for email marketers to send relevant Chart One-fifth of marketers send emails late without clear Key finding Marketers responding quickly to subscribers viewing Chart Marketers preparing for mass mobile Key finding Less popular email elements to test are found to be more Chart Landing pages found to be more effective elements to test than subject Key finding 67 of organizations plan on .

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