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	March 13, 2009 Optimizing Email Marketing In An Economic Slowdown And Its Impact On Vendor Selection by David Daniels with Lauren Jesuitus, Corina Matiesanu, Dave Frankland, Emily Murphy

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Executive Summary

The current economic environment puts increased pressure on email marketers against which they must adjust their practices and strategies. A July 2008 JupiterResearch/Clickz survey of 286 email marketing executives reveals classic challenges of constrained staffing resources and data integration challenges. Driven by staffing challenges and the need to drive further cost efficiencies, 24% of marketers plan on switching their email service providers (ESPs) over the next 12 months. Email Marketers will need to quickly respond to changing consumer communication patterns and social marketing opportunities and must prioritize tactics to create efficiencies within their email marketing practices, such as improved use of targeting, leveraging automation and customer generated content as well as removing non-responsive subscribers from ongoing mailings.

TABLE OF CONTENTS

• Email's Cost Efficiency Seduces Marketers, But Staffing Challenges Emerge
• The Economy Will Further Drive Scrutiny Of Email Deployment Technology

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• Seek To Create Labor Cost Efficiencies And Exploit New Message Streams
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