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Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)
 

UK email marketing industry grows 15% in 2010

The UK market for email marketing platforms and services has grown by an estimated 15% year-on-year, reaching a total value of some 336 million in 2010, according to a research report from Econsultancy.

The report, entitled 'Email Marketing Platforms Buyer's Guide 2010', found that email marketing continues to flourish because it is not only cost-effective but also more accountable and measurable than many other marketing channels and techniques, and because it typically provides a high return on investment (ROI) at a relatively low cost.

According to Econsultancy research manager, Aliya Zaidi, "Marketers have become more strategic in their approach to email marketing, with the channel being used to foster long term relationships with customers, rather than just for short term quick wins. Email marketers are moving away from email as an acquisition tool and instead focusing on customer retention and customer lifetime value (CLV)."

Another trend that the report noted is an increased understanding among marketers of the need to integrate email with other types of data. Within a multichannel world, email is clearly becoming a more strategic tool for building customer relationships.

Surprisingly, the study found that the rise of social media, in particular the increasing popularity of social networking, has not had a negative impact on the email marketing sector.

In fact, Zaidi added: "The evidence suggests that social media and email activity complement each other. The ability to distribute and share content is built into email, and this supports social media activity. Many email service providers are now offering services and technology related to social media."

The buyer's guide followed the company's earlier Email Marketing Industry Census 2010, which found that companies are spending an average of 17% of their digital marketing budgets on email marketing, compared to only 14% in 2009.

The new research found that the proportion of UK companies spending at least 10,000 a year on email marketing now stands at 51%, while 11% of companies surveyed are spending at least 100,000 a year on email marketing.

Econsultancy's market value estimate includes revenue earned by email service providers (ESPs), money spent on agency services (in addition to ESP revenues), and the cost of internal staff resources relating specifically to email marketing.

Apart from basic broadcast of email, services relating to marketing offered by email service providers and agencies include: measurement and analytics, personalisation, segmentation, automated campaigns, campaign optimisation, email data provision, strategy and planning, design and copywriting, dynamic content solutions and behavioural response marketing.

According to the report, the key market trends for 2010 include:

The report, which contains an overview of currently market trends and the profiles of 25 companies offering email marketing platforms and services, is available for purchase from Econsultancy - click here.


Sources: Econsultancy /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark