Email Marketing Benchmark Report

Resource Overview

In a January 2014 study sponsored by Marketo, Demand Metric partnered with Ascend2 to identify how marketers will be pursuing email marketing success in the upcoming year.


Executive Summary

Email still dominates as a marketing and sales channel.

For many years, email has enjoyed favored status as a marketing and sales channel. However, the challenges in the way of email marketing success continue to mount: legislation, filtering & blocking technology and the reluctance of recipients to engage via email are growing obstacles to success. These challenges are worsening, quite likely because of “batch & blast” email practices and overall poorly conceived email campaigns. In short, it’s becoming harder to use email as a marketing channel. While most marketers are diversifying into additional channels, few have abandoned email. It’s familiar, inexpensive and still gets results.

What will email marketing success look like in the year ahead and how will marketers achieve it?

To find out, Demand Metric in partnership with Ascend2 fielded the Email Marketing Survey and completed interviews with 518 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you.

The charts in this report compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not.

This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published.

Table of Contents

  1. Executive Summary
  2. Achieving Revenue Goals
  3. Email Marketing Objectives
  4. Current Email Marketing Success
  5. Obstacles to Email Marketing Success
  6. Email List Size
  7. Email Tactic Usage
  8. Email Tactic Effectiveness
  9. Changes to Email Marketing Effectiveness
  10. Email Tactic Execution
  11. Email Programs & Channel Integration
  12. Email Marketing Software Improvements
  13. About Marketo
  14. About Demand Metric & Ascend2
  15. Appendix - Survey Background


Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions.

The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively.

The Demand Metric and Ascend2 2014 Email Marketing Benchmark Report was administered online in February 2014. During this period, 518 responses were collected that were qualified and complete enough for inclusion in the analysis.