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Cover Story : Who's Emailing What?

Find out who's sending the most email, when and how personal it gets

May 2014 By Thorin McGee and Cheryl Cagle
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There are 4 billion email accounts in the world. Roughly a billion of those are business addresses, and they send about 100 billion emails a day.

Those numbers come from the Radicati Group's "Email Statistics Report, 2013-2017" (opens as a PDF). It also says, "Email remains the predominant form of communication in the business space."

Many, many of those emails are sent by marketers to existing and potential customers as part of their direct marketing programs. In March, the "Media Usage Survey" showed just how many direct marketers use email marketing (very nearly all of us!). This month, we're teaming up with our colleagues at Who's Mailing What! (WMW!) to dive deeper into how they're doing it by examining the email WMW! has collected.

Chart 1: Personalization in Top 20 Email Categories
[+] click to enlarge

Who's Mailing What! is an online archive of direct mail and email marketing kept by our colleagues at Direct Marketing IQ, Target Marketing Group's research division. The database collects more than 20,000 emails each month from 2,500 marketers and fundraisers in 220 product and service categories. WMW! doesn't catch every marketing email that's sent, but the large cross-section includes just about any marketer you'd want to examine, and its aggregate data offer an excellent view of the email marketing environment.

Is your industry flooding the email channel? When are other emailers sending? How many are leveraging data and personalization? Read on to shed more light on all of those questions.

Top 20 Email Industries
There is a lot of email going around the Web. But where does most of it come from?

Chart 2: Top 20 Categories in Email Volume
[+] click to enlarge

As you can see in Chart 2, much of the email received by WMW! comes from "Catalogs-Consumer" and "Retail Traffic Builders" categories, which combine for 44 percent of the email represented in the Top 20 categories. That number goes up even further if you add the other catalog categories that made the Top 20: Food and Kitchenware, No. 7; Children/Teen, No. 9; and Consumer Books/Audios/Videos/DVDs, No. 10. These are similar email sends—they all push consumers toward a common item purchase. A consumer catalog mailing generally calls on the recipient to go make a purchase on a website, while the retail traffic builders are encouraging them to a bricks-and-mortar store to do the same.

About Who’s Mailing What!

Who’s Mailing What! is the most complete (and fully searchable) multichannel marketing database in the world, containing more than 293,000 pieces of direct mail and 1.1 million emails. To find much more information, visit www.whosmailingwhat.com/learnmore.

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
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•	6 Tests to Improve Email Program Results
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•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
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This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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