The eighth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers.

The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

With eight years’ worth of data to assess, this provides an unparalled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. This report looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, marketing automation, mobile and the future of email.

Over 1,100 respondents took part in the 2014 Census, which took the form of an online survey in January 2014.

The 92-page 2014 census report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:

Kath Pay, Email Marketing Consultant, Speaker and Trainer, Plan to Engage
Andrew Campbell, Managing Director, SixC Ltd
Tim Watson, Email Marketing Consultant & Founder, Zettasphere
Mark Brownlow, Publisher of Email Marketing Reports
Jordie Van Rijn, Email Marketing Consultant, eMailMonday
Guy Hanson, Director of Consulting, EMEA, Return Path
Parry Malm, Director, Howling Mad Marketing
Steve Denner, Owner, Adestra
The report findings are divided into the following sections:

Approach to email and use of email technology providers
Volume of email and budget
Effectiveness and practices
Marketing automation
Improving email marketing for the future
Highlights from the findings include:

Email marketing continues to deliver strong performance, regaining top spot from SEO
Companies are still feeling their way with marketing automation despite appreciating the benefits
Marketers are still spending most of their time on design and content, at the expense of planning, data and optimisation
2013 was the “year of mobile”, but companies shouldn’t become complacent
The future will be completely integrated and personalised, but not totally automated
Table of contents
Executive Summary and highlights
Foreword by Adestra
About Adestra
About Econsultancy
Methodology and sample
Respondent profiles
Approach to email and use of email technology providers
Approach to email marketing
Email campaign performance
Technology used for email marketing
How are email technology providers being used?
Proportion of email functionality used
Most important attributes of an email technology provider
Time spent on email activities
Responsibility for email marketing
Volume of email and budget
Number of emails sent
Proportion of sales from email marketing
Annual spend of email marketing
Proportion of marketing budget spent on email marketing
Effectiveness and practices
Ranking of channels for return on investment
Email marketing practices
Barriers to effective use of email
Marketing automation
Email providers’ marketing automation capabilities
Automation triggers
Success with automation
Benefits of marketing automation
Barriers to implementing marketing automation
Strategy for optimising email for mobile
Tactics used for implementing email marketing strategy
Barriers to optimising email marketing for mobile
Improving email marketing for the future
What would email marketers like to improve?
Email marketing focus
Email marketing in five years’ time
Appendix: Respondent Profiles
Business Sector
Type of agency
Job Role
Number of employees
Business focus
You can download a free sample of the report to learn more.

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