Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jan 11, 2011

New Chart: Most effective email marketing objectives by channel

SUMMARY: The channel and complexity of the sale will determine the effectiveness of email marketing objectives. We asked more than 1,100 marketers to identify the effectiveness of email in achieving marketing and sales pipeline objectives, starting with "building brand awareness" through "improving customer retention."
by Jeff Rice, Research Analyst

Objectives email marketing achieves most effectively, by primary channel

View Chart Online
Click here to see a larger, printable version of this chart

When setting objectives for email marketing, the focus should be on effectiveness. Email marketing is very effective at achieving a number of quantifiable objectives such as "increasing Web site traffic" and "increasing sales revenue."

However, there are significant differences in how email is used and the objectives it most effectively achieves, in business and consumer channels. B2C marketers are much more likely to use email as part of their e-commerce or direct sales programs.

Consequently, email will be most effective achieving related objectives such as "increasing Web site traffic" and "increasing sales revenue."

B2B companies, which traditionally have a more complex path to purchase, will find email effective achieving the aim of "building brand awareness" and "increasing lead generation."

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.