2012: Email in Action Report

This study reports the findings of a joint survey on current email practices and the concerns of email marketers.  The report covers current challenges to email marketing, the relationship between email and social media, segmentation, automation, metrics, and budgetary share.

Key Findings:

  • 75 percent of respondents describe competition with social media as “somewhat” or “very” challenging.
  • 69 percent report that young people are abandoning email as a primary channel.
  • 69 percent of companies use sharing icons to link their email with their social media.
  • Only 35 percent of companies have incentives for email subscribers to join their social programs; only 23 percent seek to build subscribers in the other direction.
  • Less than one in four organizations has a documented plan to integrate email and social.
  • 55 percent of client-side marketers are using lead source to personalize/segment their mailings, while 53 percent are using demographic data.
  • Email automation is rated as effective by 80 percent of client-side marketers, with stages of the buying cycle the highest rated trigger.
  • Content marketing is the second largest element of the email budget for most organizations, trailing only funds for email service providers.

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2012: Email in Action Report

Publisher: eec, DMA, Econsultancy

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