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Email Marketing – An Insight

April 4, 2011


  • Research was conducted in October 2010 relating to the application and execution of email marketing.
  • 23% of people worked for organisations employing fewer than 50 people (biggest percentage of respondents).
  • 22% worked for companies employing between 101 – 500 people (second biggest percentage of respondents).
  • 48% of the information recorded was generated from marketing managers responsible for digital marketing.
  • Respondents were from the financial sector (14%), media (10%), technology (9%), not-for-profit and retail (8%) and travel/leisure (7%).
 Email Marketing – An Insight

Email has fallen out of the spotlight in the digital world during the past few years, but it remains a fundamental marketing activity for most companies’ efforts. 

Email Attitudes Research found that over half of respondents expect to increase the amount they spend on email marketing in the next 12 months (56%). Over a third reporting that they have experienced an increase in both open rates and click-through rates during the past year (37% will stay the same). But as digital evolves, changing consumer behaviour is demanding a shift in the way marketers use email in 2011. Fear that respondents will develop apathy to ‘information overload’.

One of the biggest growth areas in digital in 2010 has been social media, stimulating a difference of opinion among marketers in their application of email. 47% of respondents use social sharing options such as Facebook and Twitter in their email marketing campaigns. Implying many view this increasing space as an opportunity. Respondents from across the financial, technology, media and travel sectors all view the incorporating social media as a growing trend for email usage in 2011.

As mobile phone technology develops and people start using iphones, smartphones and androids more and more to receive emails, rather than PCs, especially when out of the office. Email marketing campaigns can be a great marketing solution.

What makes you click

There are a host of elements that contribute to a good email marketing campaign; Permission, relevance, timeliness and engaging content are all important.

One can gain these features through a number of means. Enabling your recipients to subscribe to your email not only helps in diverting from spam filters but it also means your recipients have made a concious effort to receive your emails/blogs/articles and less likely to eagerly delete unwanted mail.

Furthermore, consistency and clarity are two major factors that affect a brand; placing great impetus on designers to create emails that render well across all the popular email clients (yahoo, hotmail, outlook etc).

These considerations lead to the big question… ‘what is the way forwards when it comes to effectively targeting your audience?’

Which way to look

There are two opposing views as how to adapt to the new age of technology in relation to email marketing and social media. A marketing manager in the media sector predicts “integration between Facebook and email providers” as a future trend, while a brand manager in the food and drink industry states “getting consumers off the email database and onto social media platforms” as one of the major challenges in integrating the two platforms.

However, research suggests that a third of respondents report an increase in open rates (Opening emails) over the past 12 months (34%). Less than a quarter report a decrease (24%), and over a third have also seen a growth in click-through rates (37%). This suggests management’s ‘predicted’ apathy amongst email recipients and the decent of email effectiveness, is not apparent… at least not yet.

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