in conjunction with
Produced by
Email Marketing
Insight 2009
A research project into Irish marketers’ use of email
www.newsweaver.ie
www.mii.ie
PAGE 1
Contents
Introduction
2
Foreword by Tom Trainor
2
Introduction by Andrew O’Shaughnessy
3
Executive summary
4
About the research
5
Section 1 – Use of email by Irish marketers
8
Importance of email in the marketing strategy
8
What marketers use email for
9
Email systems marketers are using
10
Section 2 – Email targeting and volumes
13
Frequency of email campaigns
13
Email database sizes
14
Use of personalisation in email marketing
15
Section 3 – Email benchmarks
18
Email metrics being tracked
18
Average open rates
19
Average click through rates
20
Section 4 – Email budgets
21
Budgets allocated to email
21
Expected change in expenditure
22
Where email budgets will come from
23
Section 5 - Challenges facing email marketing
24
Future challenges facing email marketing
24
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www.mii.ie
PAGE 2
Introduction
Foreword by Tom Trainor
Welcome to the second edition of Email Marketing Insight, a research project into Irish marketers’
use of email.
Last year’s survey gave us many insights in the use of email by Irish marketers.
With the seismic changes that have occurred in the Irish economy over the past 12 to 18 months, it
was interesting to revisit Irish marketers’ use of email and examine in detail techniques, trends and
attitudes towards email marketing in the new economic context.
The survey this year was conducted along the same lines as last year with over 500 marketing professionals from varied
industries taking part in the research and answering questions on their use of email, the audiences they communicate with, email
benchmarks, budgets and their views of the future challenges for email marketing.
In the analysis of this year’s survey, comparisons are made with 2008’s results to identify trends and changes in practices in the
use of email marketing.
There is no doubt that this year’s report will give Irish marketers