by Jeff Rice, Research AnalystObjectives email marketing achieves most effectively, by primary channelClick 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