MarketingSherpa's 2005 Email Marketing Metrics Guide

ARTICLE SNIPPET - Are any of you feeling like your email marketing program could use a jump start in 2005? If so, look no farther than MarketingSherpa's 2005 Email Marketing Metrics Guide.

The 222-page report is filled with 167 charts and tables on the state of email marketing. In its third year, the goal of the guide is to help marketers by providing useful data for budgeting, forecasts, results comparisons and tactical decisions.

The guide is composed of primary data from MarketingSherpa's 2004 Email Marketing Survey, taken by 2,293 marketers in October 2004. The guide puts emphasis on results in real-world situations and provides data on open/click/conversion rates broken down by marketer type (B2B, B2C, and Mixed Audience) and by campaign type (free vs. sales offers, house vs. rented lists, etc.)

Rather than point out what I found fascinating about the survey results, I'll list what MarketingSherpa feels is the most important lessons from the research.

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