eMarketer.com - Retention Main E-Mail Marketing Goal

eMarketer.com - Retention Main E-Mail Marketing Goal: "Retention Main E-Mail Marketing Goal

MARCH 29, 2007



Three out of four e-mail campaigns focus on customer retention, while the remaining quarter are for new customer acquisition, according to the latest version of an annual Direct Marketing Association (DMA) study.
Company announcements are a popular customer acquisition method, with 68% of respondents saying they used this method. Nearly two-thirds of respondents said they send out company newsletters, and 63% use special discounts and one-time offers.
Two-thirds of marketers use special offer codes when sending e-mail as part of an integrated campaign.
The DMA categorized responding firms as advanced, intermediate or beginner; as marketers or service providers; as business-to-consumer or business-to-business (or both); and by company size.
B2C firms use e-mail marketing more than B2B firms. B2C marketers estimated that they would allocate 11% of their total marketing budgets for e-mail marketing in 2007. B2B firms said that they would allocate only 6.5%.
The frequency with which marketers send e-mails has grown since 2005. "