The Marketing Institute of Ireland, in conjunction with Newsweaver, has surveyed Irish marketers for a second year running to gain insight into their email marketing strategies.

The survey gives insight into the levels of personalisation respondents use in their email, what metrics they track, average open and click-through rates, budgets for email and the challenges they are facing in email marketing.

Among the survey’s findings:

• Email marketing remains an essential part of Irish marketers’ marketing mix with over 79% of respondents stating that email marketing is either “important” or “very important”.
• There is a marked improvement in the level of personalisation and segmentation used by marketers in email campaigns.
• A large increase in the level of metrics tracked by marketers to measure the effectiveness of their campaigns.
• While a large increase in email marketing tool sophistication was noted in this year’s survey, 46% of respondents still use their own standard email software such as Outlook to carry out email marketing campaigns.
• A 16% increase over 2008 results in the number of respondents sending campaigns “daily” to “at least once a month”.
• 62% of email databases contain less than 5000 addresses.
• B2C marketers use less personalisation (30%) than B2B marketers.
• Irish marketers plan to spend more (44%) rather than less on email marketing over the next 12 months.

You can download the pdf report here

Posted on September 22nd, 2009 under Email benchmark stats, HTML email newsletters .
RSS Feed | Leave a response | Trackback | Add to del.icio.us | Add to Digg