Releases First Annual State of Email Metrics Survey Results

Share Article

Interactive marketers cite strong importance of proper email measurement & standardization as well as key challenges for 2008. (, the leading authority on email marketing metrics, today released its findings from the First Annual State of Email Metrics survey. The survey, sponsored by Campaigner, a leading provider of web-based email marketing software to marketing professionals worldwide, measured interactive marketing professionals' current views on the importance of email marketing metrics and the biggest challenges and focus areas for 2008. The full results can be found at

Selected highlights from the survey are as follows:

Frequent Measurement is Integral to Success
-Over 95% of the individuals surveyed said that they did measure the results of their email campaigns. When asked how often they measured results, 57% of respondents indicated that they measure results 24-48 hours after deployment. However, only 18% indicated that they measured results on an annual basis.

Click Through and Deliverability Rank Tops with Professionals
-Professionals ranked click through rate and deliverability as the most important metrics to track. Metrics surrounding total subscribers and forwards were among the lowest ranked metrics in terms of importance.

Metrics Not Widely Used for Budgeting
-Only 50% of the email professionals surveyed reported that they use metrics for budgeting and forecasting purposes while 35% of professionals cited that they do not use metrics for budgeting. The remaining 15% were unsure.

Simms Jenkins, Founder of and parent company, BrightWave Marketing ( said, "While click throughs and deliverability are essential metrics, it was surprising to find metrics which tie directly to financial return such as ROI, conversion and revenue lower in the rankings. Marketers are missing an opportunity to use metrics in order to gain the executive support needed to grow their programs. This speaks to the continued need for measuring the impact of email on the complete customer experience."

Luc Vezina, Vice President of Marketing & Product Management at Campaigner stated, "One thing that I find noticeable is the lack of revisiting campaigns and their metrics on a more frequent basis. In order to truly use email metrics for the betterment of your campaigns and gather key learnings from them, marketers must continually evaluate and benchmark their campaigns, in addition to looking at them immediately after the send."

Looking at the bigger picture, survey respondents cited list development and time constraints as the biggest challenges they face and email strategy and measurement as areas for near term focus. The survey also addresses the current quality of email metrics, the top sources for email metrics and the need for the standardization of metrics across the industry.

Jeanniey Mullen Founder and Executive Chairwoman of the Email Experience Council and Executive Director and Senior Partner, Global Email Marketing and Digital Dialogue Services at OgilvyOne worldwide commented, " findings are crucial to helping email marketers gain a better understanding of how to evaluate their own programs. This resource enables marketers to determine how to leverage metrics to justify the impact email has on their business. As an industry, we need to push for email metrics standardization and better utilization of these metrics in order to further educate and fund email program growth."

Jenkins added " thanks all of those who participated in this survey. It is clear from these responses that there is a strong need for metric definition and standardization across the email marketing industry and that metrics are a very valuable tool in measuring and maintaining success."

To view the surveys findings, please visit

About is the first centralized repository of statistics and research specific to the email marketing industry. It was launched by BrightWave Marketing, a premier email marketing services agency, and The Email Experience Council (eec), an organization of global professionals driving email marketing and communications practices. The website aggregates sources and offers easy-to-find information on various email related statistical topics. Website users vary from email marketing practitioners to journalists seeking easy-to-find stats to detailed information on email marketing categories such as deliverability, response rates and ROI.

About the Email Experience Council (eec)
The eec is a global professional organization striving to enhance the image of email marketing and communications, while celebrating and advocating its importance in business, and its ROI value. For more information about the eec, please visit

About BrightWave Marketing
BrightWave Marketing is a premiere email services firm specializing in optimizing email programs. BrightWave Marketing focuses on creating and managing exceptional strategic and tactical online acquisition and retention programs that drive revenue, cut costs and build relationships. The company specializes in the following email areas: design, database growth, strategy and campaign management as well as search marketing.

Headquartered in Atlanta, GA, and led by Simms Jenkins, who has been called one of the top 21 email marketing sources, BrightWave Marketing has done work for a blue chip client roster including ACS, BellSouth, CoreNet Global, Floor & Décor, GMAC Insurance, Lowe's and Whole Foods as well as leading advertising and marketing firms.. For more information, please visit

About Campaigner
Campaigner's software-as-a-service email marketing software enables organizations to have highly personalized one-to-one email dialogues with their customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way - resulting in more profitable relationships. Campaigner partners with industry leaders including, Comcast and Yahoo!; provides software to companies such as Nokia, PriceWaterhouseCoopers, Nielsen Media Research, AT&T, West49 and over 10,000 small and medium-sized businesses.

Media Contact
Simms Jenkins - Marketing


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website