SARE customarily participated in the preparation of a report on Polish Internet, specifically in the scope of e-mail marketing. We may learn from the report, among others, that the share of mailing (6 percent) in the total expenses on on-line advertising remained unchanged as compared to the previous year, and that marketers found e-mail the most effective communication channel of 2009. The effectiveness of e-mailing derives from its advantages: precise demographic, geographic and behavioural targeting. The loyalty campaigns and development of mailing lists were listed among the most essential components of marketing strategy in 2010.
The report also provides average rates for e-mail marketing campaigns: the average last year’s open rate was 18.4, CTR 6.1 percent, and bounce rate reached 8.3 percent.
E-mail marketing sees a continued trend of departing from mass communication and focusing on individualized, personalized and customized communication. This requires running own databases, their segmentation and analyses of correspondence record. The challenge for e-mail marketing system providers is to ensure the highest deliverability of messages as well as their correct display on different e-mail clients.