Market Data

Email Marketing Industry Census 2013

By Econsultancy,

There is a newer version of this report available: Email Marketing Industry Census 2016


The seventh annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers.

The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

With seven years' worth of data to assess, this provides an unparalled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. This report looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, deliverability, technology integration and mobile.

Over 1,300 respondents took part in the 2013 Census, which took the form of an online survey in January and February 2013.

The 92-page 2013 census report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:

  • Andrew Campbell, Managing Director, 20:20 Dialogue
  • Kath Pay, Email Marketing Consultant and Trainer, Plan to Engage
  • Mark Brownlow, Publisher of Email Marketing Reports and Editor of ‘No Man is an Iland’ blog
  • Morgan Stewart, Co-Founder and CEO, Trendline Interactive
  • Tim Watson, Founder, Zettasphere, and Email Council Member at Direct Marketing Association 
  • Jordie Van Rijn, Email Marketing Consultant, eMailMonday
  • Stefan Tornquist, VP Research, Econsultancy

 The report findings are divided into the following sections:

  • Approach to email and use of email service providers
  • Resources
  • Volume of email and budget
  • Effectiveness and practices
  • Deliverability
  • Integration
  • Mobile
  • Email marketing focus
  • Loves and hates

 Highlights from the findings include:

  • Email remains strong for return on investment and drives a large chunk of sales
  • Marketers must try harder with email by avoiding mediocrity and capitalising on opportunities
  • Optimisation and data are being neglected as marketers spend more time on design
  • Companies realise the importance of mobile but are yet to achieve best practice
  • Integration remains an issue
  • Real-time support is a top priority when selecting an email service provider

Table of contents

  1. Executive summary and highlights
  2. Foreword by Adestra
    1. About Econsultancy
    2. About Adestra
  3. Acknowledgements
  4. Methodology
  5. Findings
    1. Approach to email and use of email service providers
      1. Approach to email marketing
      2. Email campaign performance
      3. Use of ESP beyond basic broadcast of email
      4. Range of ESP services used
      5. Proportion of email functionality used
      6. Most important attributes of an ESP
    2. Resources
      1. Time spent on email activities
      2. Responsibility for email marketing
    3. Volume of email and budget
      1. Number of emails sent
      2. Proportion of sales from email marketing
      3. Annual spend on email marketing
    4. Effectiveness and practices
      1. Ranking of channels for return on investment
      2. Email marketing practices
      3. Use of triggered emails
      4. Amount of testing
      5. Types of testing
      6. ROI from different types of testing
      7. Barriers to effective use of email
    5. Deliverability
      1. Impact of improving email deliverability
      2. Improving deliverability
      3. Responsibility for deliverability
    6. Integration
      1. Level of integration
      2. Barriers to effective email integration
    7. Mobile
      1. Strategy for optimising email for mobile
      2. Click-through rate
    8. Email marketing focus
    9. Loves and hates
  6. Appendix – Respondent Profiles
    1. Email marketing role
    2. Number of employees
    3. Business sector
    4. Types of audience targeted
    5. Geography
    6. Turnover

You can download a free sample of this report to learn more.


  • Pdf SAMPLE: Email Marketing Census 2013 (758 KB PDF)
  • Pdf Disabled Email Marketing Census 2013 (2.99 MB PDF)
  • Excel Disabled Email Marketing Industry Census Data (108 KB Microsoft Excel)

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