Email Marketing Insight Report 2012 shows email remains an indispensable channel for marketers

Newsweaver today published the results of the annual Email Marketing Insight Report conducted in association with The Marketing Institute. The report, which details current practices and trends in the use of email marketing in Ireland, confirms that “email continues to be an indispensable channel for Irish marketers”, says Tom Trainor, Chief Executive of The Marketing Institute. In line with 2011, the popularity of email remains strong amongst marketers with over 84% describing email as either an ‘important’ or ‘very important’ component of their overall marketing strategy.

“We are delighted to once again collaborate with The Marketing Institute on this report and see that email remains a ‘very important’ or ‘important’ part of a company’s marketing strategy”, says Andrew O’ Shaughnessy, CEO of Newsweaver. “In this and the 2011 report, we have seen the importance of email rise in businesses which reaffirms that email can be a cost effective, transparent channel in an economy where marketing budgets have seen significant reductions in recent years”.

The report, now in its fourth year, aims to identify trends and Behaviors in the use of email marketing in Ireland. As with previous years, the majority of respondents utilise email for Maintaining Customer Relationships (94%) and Internal Communication (80%). Building Brand Awareness (89%) and Increasing Website Traffic (84%) were also popular selections. While there is no significant change from the 2011 report, these results positively reinforce the flexibility of email to perform a number of business functions.

The integration of Social Media in email is again highlighted in this year’s research with a 12.8% increase in numbers using social media in their emails since 2011. “Last year we noticed the emergence of social media use in emails as an exciting development, offering a huge opportunity for marketers. This continues to be an area of growth with 55% of respondents also identifying “Mobile Email” as an area of opportunity in the future”, says CEO Andrew O’ Shaughnessy.

Additionally the report has demonstrated ‘Irish marketers’ increasing ability to serve personalized content, which has allowed Irish companies to significantly improve the value garnered from email marketing campaigns, says Tom Trainor, Chief Executive of The Marketing Institute. Since 2011, there has been a 4.2% increase in numbers using personalization and a 3.5% increase in the numbers using dynamic content.

Other interesting results from the report include:

  • Open rates and click-through rates remain the most popular metrics tracked regularly.
  • The majority of respondents (63%) conduct email marketing campaigns at least once a month which shows an increase of 5% on 2011 figures.
  • 80% of respondents expect that spend on email marketing will either stay the same (42.7%) or increase (37.1%) over the next 12 months.

To download a full copy of the report, go to

Newsweaver in conjunction with The Marketing Institute would like to thank everyone who participated in this year’s Email Marketing Insight Report. If you have any questions about the report, please contact Newsweaver or The Marketing Institute

About The Marketing Institute

The Marketing Institute is the professional body for marketing people and has been the voice of marketing in Ireland for the last 50 years. It acts with its members as one voice to promote, support and elevate marketing as a key strategic business tool and facilitates networking amongst the senior marketing community. It also offers training solutions, marketing insights, and resources, and has access to the best in class experts, reports and publications in the marketing profession. The Marketing Institute is based in their own full-facilities headquarters in Dublin with a network of members all over the country, drawn from all business sectors and reaching from young marketing graduates up to business leaders at executive level. Membership is open to anyone with professional responsibilities in any of the marketing disciplines, or anyone in academia who is teaching or studying any aspect of marketing.

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