Archive for Marketing Sherpa

New Chart: Most effective email marketing objectives by channel

The channel and complexity of the sale will determine the effectiveness of email marketing objectives. We asked more than 1,100 marketers to identify the effectiveness of email in achieving marketing and sales pipeline objectives, starting with “building brand awareness” through “improving customer retention.

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.