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:
Oct 21, 2008

New Chart: Now is the Time to Invest in Email - Not Put It on the Chopping Block

SUMMARY: Surviving and even thriving in this turbulent economic period has everyone looking to cut costs. From our newest and recently published Email Marketing Benchmark Guide, herefs a timely chart for marketers. It says: Keep email off the chopping block.
Marketers Say Email a Good Investment During Downturn
View Chart Online
Click here to see larger, printable version of this chart

This chart reflects an email dichotomy. It addresses the attitude toward email that marketers ascribe to their own organizations; it looks at it through the lens of how marketers view the ongoing effectiveness of email. There's an important difference.

Those that see the effectiveness of their email programs diminishing are much more likely to have short-sighted organizational attitudes toward the tactic. Nearly 50% of them consider email to be "free" or nearly so, compared to only one quarter of those who see email's impact as increasing.

The dichotomy is also clear when we go underneath the attitudes and examine the benchmarks for these different groups. Organizations with investment-oriented views of email reap the rewards. They have higher open, click and conversion rates. In addition, they are much more likely to have a metrics-based grasp of how email works for them. Those with the "email is free" view, on the other hand, are more likely to fall into the group that doesn't track conversion.

The key takeaway:
Email should be the last place to cut budget and the first place to increase it. Modest investments in testing, best practices, measurement and, most importantly, providing relevant content will generate powerful ROI - especially in a time when selling to existing customers will be a key to survival.

Useful links related to this article

Not a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!

More Research Data from Sherpa:

The 2009 Email Marketing Benchmark Guide:

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.