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E-mail Marketing



Overview
E-mail Marketing helps businesses improve the effectiveness of their e-mail marketing efforts. Getting messages delivered to the correct target audience is becoming increasingly difficult. New tools and tactics and increasingly complex processes are required to maximize the performance of e-mail campaigns. Leveraging years of direct marketing experience; benchmarking data; comprehensive consumer, marketing executive and vendor surveys as well as JupiterResearch's deep understanding of today's e-mail marketing challenges, E-mail Marketing provides the most comprehensive analysis of the vendors and the obstacles and opportunities facing marketers today.

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  Research Topics
  • Acquisition/Registration
  • Consumer E-mail Usage & Behavior
  • Customer Retention
  • Deliverability
  • E-mail Marketing Infrastructure
  • Marketing Operations & Management
  • Measurement and Optimization
  • Multichannel Marketing
  • Segmentation, Targeting & Personalization
  • Vendor Selection
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E-mail Marketing to Hispanic Users
Understanding Similarities and Differences of Personal E-mail Use
Concept Report
Diane Clarkson - April 17, 2008

The Hispanic population is the largest US minority group. To effectively target members of this group, e-mail marketers must understand their personal e-mail preferences and promotional e-mail's influence on their purchases.
E-mail Marketing Buyer's Guide, 2008
E-mail Service Provider Evaluation
Vision Report
David Daniels - March 3, 2008

JupiterResearch's e-mail service provider (ESP) evaluation details the offerings of 32 vendors. JupiterResearch bases their overall value, suitability, and breadth on the distinct needs of three types of marketers, and places them in three categories (i.e., full-service, small-/midsize-business, and large-enterprise).
US E-mail Marketing Forecast, 2007 to 2012
Vision Report
David Daniels - December 17, 2007

E-mail marketing has been subject to extensive price compression and has exhibited vastly different online spending patterns. With overall spending increasing online, agencies, publishers, and service providers must understand the ways in which category spending will change.
The Banality of Churn
E-mail Reactivation Tactics for Acquisition Success
Concept Report
David Daniels - November 19, 2007

Every six months, 17 percent of the US online population creates a new e-mail address. This persistent pattern of address churn frustrates marketers and underscores the need for reactivation tactics.
E-mail Marketing Adoption
Assessing Multinational E-mail Marketing Sophistication
Concept Report
David Daniels - October 29, 2007

US e-mail marketers will face increasing competition from their European peers as they begin to explore international e-mail opportunities. US e-mail marketing vendors seeking European expansion are therefore questioning the many unseen hurdles that lie ahead.
Sending from the Inside
Assessing the Value of On-Premises E-mail Marketing Technology
Concept Report
David Daniels - October 17, 2007

Market conditions—including e-mail list growth as well as ability to relatively better manage and contain persistent e-mail deliverability challenges—are allowing organizations to reevaluate the potential benefits of deploying on-premises e-mail marketing technology.
The Chaos of Content
Content Management Tactics for the 21st-Century Marketer
Concept Report
David Daniels - August 20, 2007

Content remains a top priority for marketers, highlighting the importance of content management capabilities for operational efficiency.
E-mail Spending and Governance, 2007
Concept Report
David Daniels - May 14, 2007

E-mail marketers face familiar challenges, needing to align constrained resources with budgets to break through increased inbox clutter.
Image Is Everything
Tactics to Improve E-mail Message Legibility
Concept Report
David Daniels - April 4, 2007

The proliferation of image blocking in popular e-mail clients is impacting not only the ability to measure open rates, but also the overall effectiveness of mailing campaigns.
E-mail Marketing Measurement
Making Metrics Meaningful
Concept Report
David Daniels - March 6, 2007

Although 45 percent of e-mail marketers state they are satisfied or very satisfied with their e-mail marketing vendor's methodology for determining metrics, there exists a remarkable lack of standard metric methodology across e-mail service providers (ESPs).
Combing Through Clicks
The Role of Reporting and Analytics in E-mail Marketing Applications
Concept Report
David Daniels - February 15, 2007

A recent JupiterResearch executive survey shows marketers ranked the ability to save and recall reports for later use as the third most important feature in e-mail marketing applications (EMAs). This finding indicates marketers want to perform analysis within their EMAs.
US E-mail Marketing Consumer Survey, 2006
E-mail Marketing Attitudes and Behavior
Vision Report
David Daniels - February 7, 2007

Forty-three percent of e-mail users believe signing up for permission-based e-mail from retailers and banks leads to more unsolicited e-mail, while nearly one-third believe the unsubscribe button in e-mail offers does not work. Despite such attitudes signaling an erosion of confidence, nearly one-half of online users opting in to receive e-mail marketing messages have been influenced to make purchases from them. Increasing e-mail volumes, changes in composition of messages in the inbox, and use of secondary e-mail accounts will continue to challenge marketers to cut through the clutter.
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