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Email Research: 7 Lessons for 2008

Stefan Tornquist

Research Director, MarketingSherpa

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MarketingSherpa Research

New Team

New Coverage Areas

New Programs

Research@MarketingSherpa.com

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November 2007: Rosy

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2007 vs. 2006: Rosy?

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The Number One Challenge

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Lesson #1: Newsletters Still Work

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Source: MarketingSherpa, Email Marketing Benchmark Surveys 2006 & 2007

Methodology: Surveys fielded in Q4 of 2006 & 2007. 2006 n = 3.637, 2007 n= 1,210

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Lesson #1: Newsletters Still Work

B-to-B Newsletter

subscriber

22% more likely to enter

purchase funnel

vs

Other opt-in

(white paper

sign up, etc.)

B-to-C Newsletter

subscriber

vs

41% more likely to purchase

in next 90 days

Other opt-in

(sweeps, store

sign up, etc.)

Note: Based on specific site data – not a significant sample.

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Lesson #2: Spam is in the Eye ofthe Beholder

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Lesson #3: So is Reputation

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Lesson #4: Raising Opens & Clicks

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Lesson #4: Raising Opens & Clicks

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Short titles

[B to B] Top Ten Tips for CEO Marketing

[MarketingSherpa B to B] Top Ten Tips f

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Lesson #4: Raising Opens & Clicks

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1

2

3

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Lesson #4: Raising Opens & Clicks

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Lesson #5: Vary Your Templates

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Source: MarketingSherpa and Eyetools, Email Eyetracking Year Three, November 2007

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Lesson #6: Top Tests

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Lesson #7: Testing the Best Metric

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Lesson #7: Testing the Best Metric

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#1 Action Item: Invest in Tech

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#1 Action Item: Invest in Tech

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To Dos for 2008

1. Conduct an Email Audit

2. Obsess on content, not frequency

3. Reputation – monitor your delivery at

multiple ISPs

4. Subject lines – get to the point and

focus on a single action

5. Vary your templates

6. Optimize the choke points in the funnel

– landing and registration pages

7. Invest in technology

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