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E-Mail and Word-of-Mouth:
Connect with Your Best Customers
The ubiquity of e-mail, among marketers and Internet users, has created a take-it-for-granted attitude that detracts from its actual power. But with a 90% penetration rate among Internet users—over 55% of all Americans—e-mail represents an audience with critical mass, and it is the primary delivery vehicle for word-of-mouth marketing.
Attention: Marketers, Advertising Agencies, Portals, Web Publishers, Online Retailers, Large Corporations and SMEs.
The E-Mail and Word-of-Mouth report analyzes why e-mail is such a pervasive, persuasive, personal and powerful marketing channel – and why, for most businesses, its potential remains largely untapped.
The fundamental purpose of e-mail marketing is to enhance a company's relationship with its customers and to draw in new prospects. That might mean direct response sales messages, couponing, building brand mindshare, e-newsletters, service messages about packages shipped or funds available in bank accounts and driving traffic to a company or brand Web site.
More and more marketers are using e-mail to join the conversations among consumers—word-of-mouth—and blend their marketing messages seamlessly into today's burgeoning consumer-generated content, blogs, social networks, video and other related media.
Key questions the "E-Mail and Word-of-Mouth" report answers:
- To what extent does e-mail list segmentation increase word-of-mouth effectiveness?
- Which comes first, an effective e-mail list or word-of-mouth that builds such a list?
- Why do many e-mail marketers ignore such viral basics as inserting a forward-to-a-friend link in their messages?
- How can e-mail marketers use word-of-mouth to increase deliverability?
- At what point should marketers give up control in order to encourage true word-of-mouth among their customers and prospects?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The E-Mail and Word-of-Mouth report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, forward-thinking business decisions.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
The ubiquity of e-mail, among marketers and Internet users, has created a take-it-for-granted attitude that detracts from its actual power. But with a 90% penetration rate among Internet users—over 55% of all Americans—e-mail represents an audience with critical mass, and it is the primary delivery vehicle for word-of-mouth marketing.
Executive Summary
 US E-Mail Users as a Percent of Internet Users and Total US Population*, 2003-2010
Issues & Questions
The eMarketer View
Key eMarketer Numbers: E-Mail and Word-of-Mouth
Basic Trends and Users
Marketing Channels that US Interactive Marketers Use or Plan to Use, December 2005 (% of respondents)
Marketing Tactics on Which US-Based Manufacturing Companies Will Increase or Decrease Spending this Year, 2006 (% of respondents)
Top Three Media Channels that US Consumers Most Frequently Reference in Brand-Related Word-of-Mouth, April 2006 (% of respondents)
The User Base
US E-Mail Users, 2003-2010 (millions)
US E-Mail Users, 2003-2010 (% increase vs. prior year)
US E-Mail Users as a Percent of Internet Users*, 2003-2010
US E-Mail Users as a Percent of Total US Population*, 2003-2010
E-Mail Marketing Tactics
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents)
Marketing Tactics Used by US E-Mail Marketers, 2006 (% of respondents)
US E-Mail Marketers Who Combine Emerging Technologies with Their E-Mail Marketing Efforts, by Technology, 2006 (% of respondents)
Marketing Tactics that Were Used Last Year by US-Based Manufacturing Companies, 2006 (% of respondents)
Effectiveness of E-Mail Marketing according to Marketing Executives at US-Based Manufacturing Companies, 2006 (% of respondents)
Types of E-Mail Marketing Campaigns Sent by US E-Mail Marketers, 2006 (% of respondents)
What US Internet Users Do with E-Mail Newsletters They Receive, 2006 (% of respondents)
Methods of Promoting Websites Used by US Online Retailers, by Annual Sales of Company, February-March 2006 (% of respondents in each group)
Building Better Lists
Tactics Used by E-Mail Marketers Worldwide to Grow E-Mail Lists, 2006 (% of respondents)
E-Mail List Size among E-Mail Marketers Worldwide, 2005 (% of respondents)
E-Mail List Size among E-Mail Marketers Worldwide, by Years of Experience, 2005 (% of respondents)
Location of E-Mail Opt-In List Request according to E-Mail Marketers Worldwide, by List Size, 2005 (% of respondents)
US B2C and B2B Marketers Who Use a Single or Double Opt-In Method for E-Mail Address Gathering, 2006 (% of respondents)
US B2C and B2B Marketers Who Use Opt-Out E-Mail Marketing, 2006 (% of respondents)
Incentives Used by E-Mail Marketers Worldwide to Obtain E-Mail Opt-Ins, 2005 (% of respondents)
Target Audience of E-Mail Marketers Worldwide, 2006 (% of respondents)
Making the Most of Lists
E-Mail Marketing Segmentation Attributes in the US, by In-House vs. Outsourced E-Mail, June 2003 (% of companies using segmentation technology)
Effect of Segmentation on US Commercial E-Mail Open and Click-Through Rates, by Audience Size, 2005
E-Mail Marketing Click-Through Rates for US Marketers Using Advanced Tactics*, 2004 & 2005 (% of respondents)
US Commercial E-Mail Mailing Frequency, by Level of Consumer Control over Sales Offers, 2005 (% of respondents)
Effect of Age of User Record on US Commercial E-Mail Open and Click-Through Rates, 2005
Greatest Challenges of E-Mail Marketing according to US E-Mail Marketers, 2006 (% of respondents)
E-Mail Accounts Used by US Internet Users, January 2006 (% of respondents)
Factors that Impact E-Mail Campaign Deliverability Most according to US E-Mail Marketers, 2006 (% of respondents)
Leading Concerns for E-Mail Campaign Deliverability according to US E-Mail Marketers, 2006 (% of respondents)
Permission-Based E-Mail Non-Delivery Rates Worldwide, 2002-2005
Challenge of E-Mail Campaign Deliverability according to US E-Mail Marketers, 2006 (% of respondents)
E-Mail Marketers Worldwide Who Track the Source of E-Mail List Growth, 2005 (% of respondents)
Sources of Website Traffic for US Product Marketers and Online Retailers, 2006 (% of respondents)
E-Mail Marketing Best Practices Used by US Marketers, 2006 (% of e-mails)
Word-of-Mouth Messages
All US Consumers vs. Influential Americans* Who Make Recommendations to Others via E-Mail, February 2005 (% of respondents)
Media and Methods that Influence Purchase Decisions among US Adults Ages 18-34, by Type of Item, December 2005 (% of respondents)
The Marketer Perspective
Most Important Thing that US Marketers Need to Generate a Word-of-Mouth Marketing Campaign, December 2005-January 2006 (% of respondents)
Factors that US Marketers Believe Get Consumers Talking about Their Brand, Product or Service, December 2005-January 2006 (% of respondents)
Goal of Viral Ad Campaigns according to Experienced B2C and B2B Viral Marketers in the US, March 2006 (% of respondents in each group)
Methods Used to Gain Initial Prospect Contact according to US Marketers, 2006 (% of respondents)
Metrics that Are Used by US Viral Marketers, 2005 & 2006 (% of respondents)
Target Audience of US Marketers Who Are Currently Running Word-of-Mouth Marketing Campaigns, December 2005-January 2006 (% of respondents)
Sources from which US Bloggers vs. Total Internet Users Get Online News, July 2005-February 2006 (% of respondents)
Viral Marketing Tactics that Are Used by Experienced B2C Viral Marketers in the US, March 2006 (% of respondents)
Viral Marketing Tactics that Generated Great or Moderate Results according to Experienced US Viral Marketers, March 2006 (% of respondents)
Tactics that E-Mail Marketers Worldwide Plan to Implement in the Next Year vs. Consider Very Successful, 2006 (% of respondents)
Importance of Specific Tactics to Stimulate Word-of-Mouth Marketing According to US Marketers, December 2005-January 2006 (scale of 1-5*)
Effectiveness of Tactics to Generate Word-of-Mouth Marketing According to US Marketers, December 2005-January 2006 (% of respondents)
Reasons that Experienced US Viral Marketers Use Viral Marketing Tactics, March 2006 (% of respondents)
Time Period in which Word-of-Mouth Marketing Is Expected to Generate Results according to US Marketers, December 2005-January 2006 (% of respondents)
Word-of-Mouth Marketing Practices that Are Unethical according to US Marketers, December 2005-January 2006 (% of respondents)
The Consumer Perspective
US Consumers' Word-of-Mouth Activities and Attitudes, April 2006 (% of respondents)
Preferred Method that US Adults Use to Communicate with Others, by Gender, November 2005-January 2006 (% of respondents)
Preferred Method that US Adults Use to Communicate with Others, by Income, November 2005-January 2006 (% of respondents)
Channels for Marketing-Relevant Word-of-Mouth among US Consumers, April 2006 (% of respondents)
Media and Marketing Factors that Triggered Recommendations among All US Consumers vs. Influential Americans* during the Past Year, February 2005 (% of respondents)
People to Whom US Consumers Are Most Likely to Pass Along Product or Service Recommendations, February 2005 (% of respondents)
Types of Content that US Internet Users Share via E-Mail, September 2005 (% of respondents)
How US Online Video Viewers Find New Online Videos, February 2006 (% of respondents)
How US Online Video Viewers Share Online Videos They Have Watched or Heard About, February 2006 (% of respondents)
Frequency that US Internet Users Share Content* via E-Mail, September 2005 (% of respondents)
Number of People with Whom US Internet Users Share Content* via E-Mail, September 2005 (% of respondents)
US Consumer Attitudes toward Shill* Marketing, 2005 (% of respondents)
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The ubiquity of e-mail, among marketers and Internet users, has created a take-it-for-granted attitude that detracts from its actual power. But with a 90% penetration rate among Internet users—over 55% of all Americans—e-mail represents an audience with critical mass, and it is the primary delivery vehicle for word-of-mouth marketing.
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