Some facts and figures to consider when planning e-mail marketing budgets and campaigns for the coming year.
Two weeks ago, I had the privilege of discussing B2B e-mail campaigns at ClickZ Specifics: E-mail Marketing conference. To my chagrin, I wasn't able to stay and listen to the rest of my colleagues' presentations.
That was my loss, because the speakers always offer up a treasure trove of e-mail knowledge.
Luckily, a week later, I received an e-mail with a link to the presentations, which I eagerly reviewed.
From these PowerPoint presentations, I mined some terrific statistics that I want to share with you to guide your e-mail marketing decisions in the coming year.
From "The E-mail of the Future" presented by Jeanniey Mullen, global executive director, OgilvyOne Worldwide, who gave the keynote:
From "Cut Through the Clutter Creatively" presented by Blue Sky Factory CEO Greg Cangialosi:
Jupiter Research reported:
User stats from Marketing Sherpa 2007 show:
From "You've Got Their E-mail Address -- Now What?" by Jeanne S. Jennings, online marketing consultant:
According to Marketing Sherpa, November 2006:
From "Beyond Direct: E-mail Branding & Relationships to Build Business," these facts:
Next year, I hope to hear all these presenters in person. In the meantime, I'll bring these statistics into my creative discussions and 2008 client planning meetings!
What statistics do you rely on most to make e-mail marketing decisions? Let Karen know for future columns.
Want to learn more?
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
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