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The State of Email Marketing 2017

Global benchmarking research report to support Email Marketing Excellence

In the report, we assess the current state of email marketing and marketing automation based on a major research study surveying email marketers from a range of business sizes and sectors around the world. By comparing the techniques used by other businesses, you will be able to identify improvements.

GetResponse and Smart Insights surveyed more than 2500 marketers from 126 countries across 19 industries on the effectiveness of email marketing and marketing automation. Together with Dave Chaffey, we prepared an exclusive report with our key findings.

This research report was created by SmartInsights.com, publishers of digital marketing advice, and GetResponse, an all-in-one online marketing platform, in partnership with Holistic Email Marketing and Content Marketing Institute. It also includes commentary from email marketing experts who share their perspective on the research findings.

Its purpose is to help marketers improve the effectiveness of their email marketing. In the report, we assess the current state of email marketing based on a major research project surveying 2,510 email marketers around the world from a range of business sizes and sectors. The breakdown of marketers involved in different forms of email marketing was: 41.8% business-to-consumer (B2C) marketing, 19.1% business-to-business (B2B) marketing (B2B), with 39.1% managing both B2C and B2B. As you compare the techniques used by other businesses, you will be able to identify areas for improvement.

Some highlights of the findings include:

  • 57.9% marketers plan to
    increase their email
    marketing budget in 2017.
  • 53.6% rate the effectiveness
    of email marketing as good or
    excellent.
  • 50.4% don’t do any targeting
    when sending their
    campaigns.

Resource Details

About the author

Authors: Dr. Dave Chaffey, Smart Insights & Michal Leszczynski, GetResponse

This report was produced by GetResponse and Smart Insights.

What does the research cover?

The research will help you:

  • Review your strategic approach to email marketing by comparing your use of email marketing techniques and features to others
  • Learn best practice email marketing techniques
  • Learn the benefits of implementing more advanced email marketing strategies
  • Benchmark your email response statistics to others in your sector
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