eROI Releases Q2 2007 Email Marketing Survey

Portland, Ore.,(May 22, 2007) Online marketing expert, eROI, Inc., recently released the results of their quarterly email marketing study. Nearly nine of 10 email marketers (87%) say relevant content within the email message is “very important,” followed by  eight of 10 (81%) who rated email deliverability as very important, according to the eROI study, which surveyed email marketers on their perceptions of and experiences with email.

Specifically, the survey wanted marketers opinions on what they deem is important when creating an email, how they design emails, and how they test deliverability and rendering.

Only 68% of respondents said coding email emails to work across various email clients was very important - despite recent concerns with image blocking and the lack of support for style sheets in Outlook 2007. “Many marketers are still behind the times, with only about two-thirds of marketers coding emails properly to work on all major email clients,” Jeff Mills, Sr Analyst for eROI. 

eROI also compared results between marketers who use agencies (23%) and those who use in-house resources (82%), and found, for example, that those using agencies had 50% fewer email bounces. That’s likely due to “more proactive list-cleaning, checking content and using third-party deliverability tools to test message delivery before distribution,” according to the study