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Segmentation
59.4% of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns. - GetResponse "2010 Email Marketing Trends Survey" (2010)
34.9% of SMB marketers worldwide plan on using recent open or click-rate activity as a segmentation tool in upcoming email campaigns. - GetResponse "2010 Email Marketing Trends Survey" (2010)
44.8% of SMB marketers worldwide believe using behavioral targeting segmentation can result in a significant increase in email marketing effectiveness. - GetResponse "2010 Email Marketing Trends Survey" (2010)
Among marketers worldwide surveyed in 2009, 93% believe segmentation was at least somewhat valuable for improving conversion rates.- Econsultancy (2009)
Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Open rates for segmented versus non-segmented campaigns are 12.4% higher for days 60-90. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Open rates for segmented versus non-segmented campaigns are anywhere between 11% and 15% the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
56.6% of online retailers segment their email lists, compared with 43.4% that do not use segmentation. - Internet Retailer (2007)
Campaigns that target based on Web-site user click-stream data generate conversion rates that outperform untargeted broadcast campaigns by nearly 4 to 1, according to a recent Jupiter Research report promoting use of targeting devices beyond basic personalization and segmentation. - Jupiter Research (Dec 2006)
49.1% of online retailers in the Internet Retailer survey segment their lists by repeat buyers and another 42.1% segment first-time buyers. 33% segment their lists by purchase frequency, followed by 19% that segment recipients by average ticket, 14.7% by age, 12.9% by sex and 12.3% by household income. 78% also list "other," indicating that there are many ways to break down a customer file. - Internet Retailer (2006)
About a quarter of marketers surveyed are sending broadcast email campaigns with no differentiation or targeting. - Jupiter Research (2006)
65% are using limited personalization, such as using a customer's name, and limited segmentation, such as demographic targeting or using geo-targeting to identify a local store. - Jupiter Research (2006)
Only 11% of marketers send targeted campaigns that use a customer's purchase history, click-stream activity, or other data to send a relevant, targeted offer. - Jupiter Research (2006)
Research showed that showing users a product they'd previously considered lead to immediate purchases by 60% of respondents and deferred purchases by 58%. - Jupiter Research (2006)
44% of marketers surveyed believe the biggest challenge in email is providing relevant content. - eMarketer (2006)
46% of internet users say commercial emails they receive are not targeted to their needs. - eMarketer (2006)
Untargeted broadcast emails, with no personalization or segmentation
Triggered campaigns require about $128,000 in salary resources. - David Daniels, Jupiter Research (2006)
Lifecycle messaging campaigns require $263,000 in annual salary resources. - David Daniels, Jupiter Research (2006)
Campaigns using click-stream data require $276,000 in salary. - David Daniels, Jupiter Research (2006)
34.9% of SMB marketers worldwide plan on using recent open or click-rate activity as a segmentation tool in upcoming email campaigns. - GetResponse "2010 Email Marketing Trends Survey" (2010)
44.8% of SMB marketers worldwide believe using behavioral targeting segmentation can result in a significant increase in email marketing effectiveness. - GetResponse "2010 Email Marketing Trends Survey" (2010)
Among marketers worldwide surveyed in 2009, 93% believe segmentation was at least somewhat valuable for improving conversion rates.- Econsultancy (2009)
Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Open rates for segmented versus non-segmented campaigns are 12.4% higher for days 60-90. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Open rates for segmented versus non-segmented campaigns are anywhere between 11% and 15% the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
56.6% of online retailers segment their email lists, compared with 43.4% that do not use segmentation. - Internet Retailer (2007)
Campaigns that target based on Web-site user click-stream data generate conversion rates that outperform untargeted broadcast campaigns by nearly 4 to 1, according to a recent Jupiter Research report promoting use of targeting devices beyond basic personalization and segmentation. - Jupiter Research (Dec 2006)
- Untargeted broadcast emails
Open rate: 20%
Avg. CTR: 9.5%
Avg. conversion rate: 1.1% - Jupiter Research (2006)
- User-triggered campaigns
Open rate: 27%
Avg. CTR: 9.3%
Avg. conversion rate: 2.3% - Jupiter Research (2006)
- Lifecycle messaging campaigns
Open rate: 26%
Avg. CTR: 9.3%
Avg. conversion rate: 2.3% - Jupiter Research (2006)
- Click-stream based campaigns
Open rate: 33%
Avg. CTR: 14%
Avg. conversion rate: 3.9% - Jupiter Research (2006)
49.1% of online retailers in the Internet Retailer survey segment their lists by repeat buyers and another 42.1% segment first-time buyers. 33% segment their lists by purchase frequency, followed by 19% that segment recipients by average ticket, 14.7% by age, 12.9% by sex and 12.3% by household income. 78% also list "other," indicating that there are many ways to break down a customer file. - Internet Retailer (2006)
About a quarter of marketers surveyed are sending broadcast email campaigns with no differentiation or targeting. - Jupiter Research (2006)
65% are using limited personalization, such as using a customer's name, and limited segmentation, such as demographic targeting or using geo-targeting to identify a local store. - Jupiter Research (2006)
Only 11% of marketers send targeted campaigns that use a customer's purchase history, click-stream activity, or other data to send a relevant, targeted offer. - Jupiter Research (2006)
Research showed that showing users a product they'd previously considered lead to immediate purchases by 60% of respondents and deferred purchases by 58%. - Jupiter Research (2006)
44% of marketers surveyed believe the biggest challenge in email is providing relevant content. - eMarketer (2006)
46% of internet users say commercial emails they receive are not targeted to their needs. - eMarketer (2006)
Untargeted broadcast emails, with no personalization or segmentation
- Average open rate of 20%
- Average click-through rate of 9.5%
- Average conversion rate of 1.1% - David Daniels, Jupiter Research (2006)
- 27% average open rate
- 9.3% average click-through rate
- 2.3% average conversion rate - David Daniels, Jupiter Research (2006)
- Average open rate of 26%
- Average click-through rate of 14%
- Average conversion rate of 2.8% - David Daniels, Jupiter Research (2006)
- 33% average open rate
- 14% average click-through rate
- 3.9% average conversion rate - David Daniels, Jupiter Research (2006)
Triggered campaigns require about $128,000 in salary resources. - David Daniels, Jupiter Research (2006)
Lifecycle messaging campaigns require $263,000 in annual salary resources. - David Daniels, Jupiter Research (2006)
Campaigns using click-stream data require $276,000 in salary. - David Daniels, Jupiter Research (2006)
