Factors helping e-mail marketers achieve goals in the UK 2012-2015

Thinking about the following factors, which of them are most important to you in helping you achieve your business goals?

Factors helping e-mail marketers achieve goals in the UK 2012-2015 This statistic displays the factors UK e-mail marketers named most important in helping achieve business goals from 2012 to 2015. In 2012, click rates ranked first, at 63 percent of respondents reporting click rates as an important factor. Of marketers, 44 percent reported conversion rates as the most important factor in 2013.
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Thinking about the following factors, which of them are most important to you in helping you achieve your business goals?

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2012201320142015
Click rates63%25%70%80%
Open rates53%23%56%65%
Conversion rates63%44%60%50%
Return on investment50%36%29%30%
Deliverability55%22%16%25%
Opt out rates23%7%19%17%
Other--8%2%
Availability of resources17%3%--
Reputation36%19%--
Content59%43%--
Data43%32%--
2012201320142015
Click rates63%25%70%80%
Open rates53%23%56%65%
Conversion rates63%44%60%50%
Return on investment50%36%29%30%
Deliverability55%22%16%25%
Opt out rates23%7%19%17%
Other--8%2%
Availability of resources17%3%--
Reputation36%19%--
Content59%43%--
Data43%32%--
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This statistic displays the factors UK e-mail marketers named most important in helping achieve business goals from 2012 to 2015. In 2012, click rates ranked first, at 63 percent of respondents reporting click rates as an important factor. Of marketers, 44 percent reported conversion rates as the most important factor in 2013.
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Release date
February 2016
Region
United Kingdom
Survey time period
2012 to 2016*
Number of respondents
123**
Special properties
B2B and B2C marketers
Method of interview
Online survey
Supplementary notes
** n (2012) = 161; n (2013) = 128; n (2014) = 73, n (2015) = 123
Multiple answers were possible.
Figures for 2012 to 2013 published earlier by the source.
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Dr. Horst Stipp
EVP, Research & Innovation, Advertising Research Foundation

Statistics on "E-mail marketing in the United Kingdom (UK)"
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