by Jeff Rice, Senior Research Analyst
Chart: Current state of sending relevant email communication, by primary channelQ. Please select the statement that best describes the current state in which your organization executes and sends relevant email communications.Click here to see a larger, printable version of this chart
This chart highlights that B2C organizations lead the field in sending relevant email communications, sent on time to a segmented audience with a clear conversion goal at 32%. However, the majority of B2C marketers are broadcasting less relevant emails. The overall average for this study was 28%.
These findings are not surprising considering the complexity of sending relevant communications, not to mention the time and resource constraints of email marketers. A positive sign is 44% of B2B marketers are close to reaching this goal, and will need to refine internal processes to consistently send targeted emails on time.
Segmenting the data by organization size reveals large firms, with more than 1,000 employees, do not have a distinct advantage over their smaller rivals when it comes to sending relevant email communications.
Medium-sized companies seem to be the best suited for this process, as they are large enough to have ample resources, but small enough to have limited amount of competing emails and approval signatures.
For additional research data and insights about email marketing, download and read the free Executive Summary
from MarketingSherpa’s 2012 Email Marketing Benchmark Report – Research and Insights for Engaging Email Subscribers
Useful links related to this chart2012 Email Marketing Benchmark Report
Learn more at Email Summit 2012
in Las Vegas on Feb. 7-10, 2012
Subscribe to the Email Marketing newsletter/ for case studies and how-to articles
Email Relevance: 8 tactics for leveraging timing, segmentation and contentWebinar Replay: Top Email Tactics to Improve Relevancy & DeliverabilityEmail Marketing: How a triggered alert program maintains 40% open rate, 60% click-to-open rate for millions of subscribers