The State of Email Marketing Report

Resource Overview

Demand Metric partnered with Return Path on research to understand which email marketing tactics are in use, how effective they are, and what challenges exist.

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Introduction

In today’s highly competitive environment, the pressure to generate business results through email marketing is immense. Even those who are able reach the inbox in the first place are finding it increasingly difficult to engage with their target audience in a meaningful way.

While some organizations are doing an exceptional job of contributing to business results, countless organizations are still struggling to achieve a return on their email marketing investment.

Demand Metric partnered with Return Path on research to understand which email marketing tactics are in use, how effective they are, and what challenges exist.

The State of Email Marketing benchmark report provides 51-pages of stats, key findings, and recommendations & advice. 

The research effort also pursued an answer to the key question: What separates high-performing email marketers from the rest of the pack?

These study results provide insights and data useful for comparison, planning, and improving email marketing effectiveness.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Email Marketing Objectives
  4. Email Marketing Challenges
  5. Email Marketing Tactics & Technology
  6. Email Marketing Subscribers
  7. Email Marketing Performance
  8. Analyst Bottom Line
  9. Acknowledgements
  10. Appendix: Survey Background

Research Methodology

This Demand Metric The State of Email Marketing Benchmark Study survey was administered online during the period of March 8, 2018, to March 26, 2018.  During this period, 287 responses were collected, 265 of which were complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report.