Marketing Objectives – How Effective is Email?

The channel (Business to Business, Business to Consumer, or Both) and complexity of a sale determines the effectiveness of email marketing objectives.

The chart below shows that email marketing is most effective:

• in the Business to Consumer channel

...for these marketing objectives:

• increasing website traffic
• increasing sales revenue
• improving customer retention

Marketing Sherpa's survey of more than 1,100 marketers identified the effectiveness of email in achieving marketing and sales pipeline objectives such as building brand awareness, increasing website traffic, increasing lead generation, supporting off-line marketing programmes, increasing sales revenue, and improving customer retention.