Successful Email Marketing White Paper

Executive Summary:
The rise of digital messaging via email, mobile devices and social networking means successful email marketing campaigns are now hugely challenging. While we can use these new technologies to give us greater access to data and reporting, we must raise our marketing standards to cut through the increased amounts of electronic clutter. Ambiguities arising from these same technologies are also making it harder to report accurately. How can we embrace these factors to maximise the effectiveness of our email marketing?

CNET Direct has collated global broadcast and response data from our email broadcasts over the last 2.5 years (110 million emails.) This report examines the impact of external and internal factors on email marketing response, drawing on our statistics and industry averages for illustration purposes. It examines factors that are shown to deliver positive impact on response and provides examples of successful A/B testing. It concludes with some best practise advice for email and campaign design and some insight into how we continue to strive for improved email response.

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