eMail advertising

I thought this was an interesting survey that was worth passing along. Anecdotally, we have definitely seen a growth of interest (and participation) in eNewsletter advertising in the past several months.

eMail Tops Online Ad Budget Change in '09 According to a survey of marketing executives by Datran Media, E-mail leads all other channels by a wide margin in terms of performance for their companies. 80.4% of more than 3,000 executives surveyed chose e-mail as a strong advertising performer, compared to 56.8% who chose search, the second leading performer. In addition: 42.1% chose online display advertising as a strong performer 32.8% selected offline media, such as television and print 32.1% chose direct mail 22.9% selected social media 9.2% chose mobile marketing Anticipated Online Advertising Budget Allocation in 2009 (% of Respondents) Media Expected Change Reduce Stagnant Increase Unsure Display 21.9% 33.8% 23.6% 21.1% Email 5.7 23.0 58.5 13.2 Search 3.6 28.2 54.4 13.9 Social media 5.7 24.3 43.9 26.5 Direct mail 25.6 31.2 14.1 29.1 Offline media 34.9 24.6 13.8 27.2 Source: IPSOS Marketing & Media Survey, January 2009 Importance of Selected Advertising Goals in 2009 (% of Respondents for Each Goal) Goal Degree of Importance Least Important Less Important Important Most Important New customer acquisition 2.6% 2.2% 32.7% 63.2% Increased brand awareness 11.3 26.0 48.7 14.0 Increased brand favorability 11.4 26.6 48.7 14.1 Increased customer retention 5.6 7.8 43.7 42.7 Source: IPSOS Marketing & Media Survey, January 2009 2009 Marketing Tactics (% of Respondents, Multiple Response OK) Tactic % of Respondents Monetizing online ad inventory 45.0% Behavioral targeting 53.9 Customer win-back programs 28.4 Newsletters 62.0 List growth 54.2 Affiliate marketing 42.1 Direct mail 29.9 Unsure 5.2 Source: IPSOS Marketing & Media Survey, January 2009