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SUMMARY
eMarketer estimates that e-mail advertising spending will grow from $338
million in 2006 to $616 million in 2011, a six-year increase of 82%- but only
half the rate of overall online ad spending. Why so low?
The E-Mail Marketing Online report analyses this ubiquitous but
underappreciated channel a dozen years after it became a widespread marketing
and advertising tool.
Key questions the "E-Mail Marketing" report answers:
- What factors contribute to the increases in e-mail marketing spending?
- What do most people want from commercial e-mail?
- What elements boost e-mail's ROI?
- What can turn legitimate marketers' messages into spam?
- What metrics are most effective for evaluating e-mail results?
- And many others...
eMarketer Reports- On Target and Up to Date
The E-Mail Marketing Online report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make the right business decisions- right now.
TABLE OF CONTENTS
Executive Summary
- US E-Mail Advertising vs. Marketing Spending, 2006-2011 (millions)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers: E-Mail Marketing
E-Mail Spending: Advertising and Marketing
- US E-Mail Advertising Spending, 2001-2011 (millions)
- US E-Mail Advertising Spending As a Percent of Total Online Advertising
Spending, 2001-2011
- US E-Mail Advertising Spending Growth, 2002-2011 (% increase/decrease vs.
prior year)
- Comparative Estimates: US E-Mail Advertising Spending, 2006-2011 (millions)
- Comparative Estimates: US E-Mail Advertising Spending As a Percent of
Total Internet Advertising Spending, 2006-2011
- Comparative Estimates: US E-Mail Advertising Spending Growth, 2006-2011 (%
increase vs. prior year)
- Marketing Spending
- US E-Mail Marketing Spending, 2004-2011 (millions)
- US E-Mail Marketing Spending Growth, 2005-2011 (% increase vs. prior
year)
- Spending Indicators
- ROI for E-Mail Marketing and Non-E-Mail Online Marketing in the US, 2005
(per dollar spent)
- ROI for E-Mail Marketing Spending in the US, 2005-2011 (per dollar spent)
- Change in ROI from E-Mail Marketing according to US Marketers, December
2006 (% of respondents)
- Advertising or Marketing Vehicles that Provide the Highest Return on
Investment (ROI) or Advertising Spending (ROAS) according to Advertisers
Worldwide, December 2006 (% of respondents)
- Average Cost per Acquisition for Select Media in the US, 2006
- Online Advertising Tactics for which US Online Marketers* Plan a 5%+
Increase in Budget Investment, 2006 & 2007 (% of respondents)
- Best ROI for Lead Generation Tactics according to US Marketers, Spring
2006 (% of respondents)
- Best ROI for Product Marketing Tactics according to US Marketers, Spring
2006 (% of respondents)
- Online Marketing Programs Used* by US Interactive Marketers, 2007 (% of
respondents)
- US Marketers Who Plan to Use E-Mail Marketing More this Coming Year,
December 2006 (% of respondents)
- Increasing or Declining Impact of E-Mail Marketing according to B2C and
B2B E-Mail Marketers in the US, October-November 2006 (% of respondents in
each group)
E-Mail Users and Usage
- US E-Mail Users, 2004-2011 (millions)
- US E-Mail User Growth Rate, 2004-2011 (% increase vs. prior year)
- Usage Patterns
- US E-Mail Users As a Percent of Internet Users and Total US Population,
2005-2011
- Whether US Adult and Teen Instant Messaging Users Send More Instant vs.
E-Mail Messages, November-December 2006 (% of respondents)
- Method Used Most Often by US Internet Users to Communicate with Friends,
by Age, Q3 2006 (% of respondents in each group)
- Favorite Method among US Tweens and Teens for Talking to or Staying in
Touch with Friends, August 2006 (% of respondents)
- Frequency with which US Internet Users Use Select Emerging Communication
Tools, September 2006 (% of respondents)
- Select Technologies that US Heavy* Internet Users Would Miss Most If
They Were Taken Away, April 2006 (% of respondents)
- US Internet Households that Use E-Mail, by Frequency, 2006 (% of
respondents)
- Personal E-Mail Client Used by US Consumer E-Mail Users, Q2 2006 (% of
respondents)
- Number of Active E-Mail Addresses that US Internet Users Have, September
2006 (% of respondents)
- E-Mail Address Used for Subscribing to B2B and B2C E-Mail Marketing
Messages among US Consumer and Business E-Mail Users, Q2 2006 (% of
respondents)
- E-Mail Program Used by US Internet Users, September 2006 (% of
respondents)
- Top 10 US Advertising Revenue-Generating Web Site Categories, April 2007
(millions)
- Top US Advertising Revenue-Generating Web Site Categories, April 2007 (%
of total)
- Time Spent Online Daily by US Internet Users, by Category, February 2007
(minutes and % of time spent online)
- Time Spent per Day that E-Mail Is Used by US Internet Households that
Use E-Mail, 2006 (% of respondents)
- Change due to Social Networking in Time Spent Using Select Media by US
Social Network Users, February-March 2007 (% of respondents)
- Non-Work Related Activities Performed on Work PCs by US Internet Users,
July 2006 (% of respondents)
Getting Through
- Consumer Attitudes and Actions
- Demographic Profile of Internet Users in North America, by Attitudes
toward E-Mail Marketing, Q3 2006 (% of respondents in each group)
- Attitudes of US Adult Internet Users toward E-Mail Marketing, September
2006 (% of respondents)
- Factors that US Adult Internet Users Consider Important in an E-Mail
Marketing Solicitation, September 2006 (% of respondents)
- Subscription Practices of US Retail E-Mail Newsletters, 2007 (% of
respondents)
- Direct Marketing Tactics that US Marketers Combine with E-Mail
Marketing, 2007 (% of respondents)
- Method by which US Adult Consumers Prefer to Receive New Product
Information or Offers from Companies They Do Business with, 2007 (% of
respondents)
- Factors that US Adult Internet Users Say Might Make Them More Likely to
Respond to an E-Mail Marketing Solicitation, September 2006 (% of
respondents)
- Frequency with which US Consumer E-Mail Users Prefer to Receive B2C
E-Mail Marketing Messages, Q2 2006 (% of respondents)
- Opinions* of US Adult Internet Users Regarding Select Types of
Promotions, July 2006 (% of respondents)
- Percent of Permission-Based E-Mail Opened by US Internet Users,
September 2006 (% of respondents)
- Most Valuable Sources of Information about Products and Brands according
to US Heavy* Internet Users, April 2006 (% of respondents)
- Ways that US Consumers Communicate about a Service, Product or Brand
after Conducting an Online Search, November-December 2006 (% of respondents)
- Conversation Channels by which Word-of-Mouth Agents in North America
Talked about a Product during Their Last Campaign, May-June 2006 (% of
respondents)
- Viral Marketing Tactics with "Great Results" according to US Marketers*,
April 2007 (% of respondents)
- Ways that US Consumers Communicate about a Service, Product or Brand
after Conducting an Online Search, by Age, November-December 2006 (% of
respondents)
- E-Mail and Shopping
- Behavior of US Adult Internet Users after Receiving an E-Mail Marketing
Solicitation, September 2006 (% of respondents)
- Media that Influence US Consumers to Start a Search for Merchandise
Online, November-December 2006 (% of respondents)
- Best Media for Reaching and Engaging US Adult Internet Users with
Information about New Products and Services, November 2006 (% of respondents)
- Media that US Adults Turn to First When Making a Purchase Decision, 2004
& 2006
- Source that Most Influenced US Adult Internet Users When Making Shopping
Decisions, July 2006 (% of respondents)
- Attitudes and Behavior of US Internet Users toward Online Shopping
Customer Service, March 2007 (% of respondents)
- US Retailers with the Best Online Customer Service, 2006
- Dealing with Spam
- Types of E-Mail that US E-Mail Users Consider to Be Spam, 2004 & 2005 (%
of respondents)
- Select Instances in which US Internet Users Will Use an E-Mail "Report
Spam" Button, December 2006 (% of respondents)
- Select Criteria Used by US Internet Users to Decide Whether to Click on
an E-Mail "Report Spam" or "Junk" Button without Opening the Actual Message,
December 2006 (% of respondents)
- Tactics Used by US E-Mail Marketers to Address Problems with E-Mail
Campaign Deliverability, 2006 (% of respondents)
- Top 10 US Domains, Ranked by Permission-Based E-Mail Junk/Bulk Folder
Deliverability Rates, Q1 2007 (% delivered to junk/bulk folder)
- Amount of Select Types of E-Mail that US Internet Users Receive in a
Typical Week, September 2006 (% of respondents)
- Spam E-Mail Messages Worldwide, 2006-2010 (% of daily e-mail traffic)
- Percent of E-Mails that Are Spam, Viruses or Phishing Worldwide, 2005 &
2006
- Change in Amount of Inbox Spam Received in the Past Year by US Personal
E-Mail Account Users, February 2004-March 2007 (% of respondents)
- Demographic Profile of US Internet Users, by Attitude toward Spam,
February-March 2007 (% of respondents in each group)
- Attitudes of US E-Mail Users toward Spam, June 2003-March 2007 (% of
respondents)
- What Worries US Internet Users Most about Privacy, 2005-2007 (% of
respondents)
- Select Methods by which US E-Mail Users Keep Spam Out of Inbox, January
2005 & March 2007 (% of respondents)
- Attitudes of US Internet Users toward E-Mail Bulk/Junk Folders, December
2006 (% of respondents)
- US E-Mail Users Who Have Ordered a Product or Service Offered in an
Unsolicited E-Mail, June 2003 & March 2007 (% of respondents)
- US E-Mail Users Who Have Clicked on a Link in an Unsolicited E-Mail to
Get More Information, June 2003 & March 2007 (% of respondents)
- Types of Messages that US Adult Consumers Are More Inclined to Discard
without Opening, 2007 (% of respondents)
- Marketer Objectives and Actions
- US Marketers Who Plan to Use E-Mail Marketing for Customer Acquisition
and Retention This Coming Year, December 2006 (% of respondents)
- Ways that Clients of US Marketing Service Providers (MSPs) Use E-Mail as
a Marketing Tactic, August 2006 (% of respondents)
- Customer Acquisition Tools Used by US Retailers, 2005 (% of respondents)
- Marketing Tactic that Is "Effective" or "Extremely Effective" for
Branding according to US Advertisers, 2007 (% of respondents)
- Marketing Tactic that Is "Effective" or "Extremely Effective" for Lead
Generation according to US Advertisers, 2007 (% of respondents)
- Leading E-Mail Marketing Priority of US Online Retailers, April 2007 (%
of respondents)
- Primary Conversion Goal of E-Mail Campaign Landing Pages of B2B and B2C
Companies in North America and the UK, 2007 (% of landing pages in each
group)
- Behaviors of US Retailers Whose Web Sites Have an E-Mail Sign-Up
Program, by Category, 2006 (% of respondents in each group)
- Evaluating Results
- Most Important Reason that US Marketers Will Use E-Mail Marketing This
Coming Year, December 2006 (% of respondents)
- Best* and Worst** Performing Online Advertising Tactics according to US
Online Marketers***, 2005 & 2006 (% of respondents)
- US E-Mail Marketing Campaign Metrics, January-June 2006
- Click-Through and Open Rates for B2C and B2B US E-Mail Marketing
Campaigns, January-June 2006
- Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Ratio
of Text to Images, April-August 2006
- Evaluation of ROI for Select E-Mail Marketing Message Elements according
to B2C E-Mail Marketers in the US, October-November 2006 (% of respondents)
- Tactic that Has Had the Most Impact on E-Mail Campaigns according to US
Marketers, December 2006 (% of respondents)
- Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Layout
Style, April-August 2006
- Average Open Rates for B2B and B2C E-Mail Marketing Messages, by Subject
Line Content, April-August 2006
- Tactics Used by US Online Retailers to Improve Effectiveness of E-Mail
Marketing Campaigns, April 2007 (% of respondents)
- Average Click Rates for E-Mail Marketing Messages*, by Promotions
Included, April-August 2006
- Delivered Metric Calculation Used by US E-Mail Service Providers (ESPs)
vs. E-Mail Marketers, October 2006 (% of respondents in each group)
- Open Rate Metric Calculation Used by US E-Mail Marketers, October 2006
(% of respondents)
- Click Rate Metric Calculation Used by US E-Mail Service Providers (ESPs)
vs. E-Mail Marketers, October 2006 (% of respondents in each group)
- Clicks Tracking Method Used by US E-Mail Marketers, October 2006 (% of
respondents)
Conclusion
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