For over 37 years, DMA’s Statistical Factbook has brought together the latest research, polling, and transaction data on the marketing industry. This year, over 300 pages and 11 chapters are devoted to all the latest in data, email, mobile marketing, social media, and more. You’ll get a look at the big picture and the emerging trends within marketing.
Here are just a few key points standing out in this year’s research:
Email is alive and thriving. Despite naysayers’ predictions, consumers continue to appreciate relevant and targeted emails in their inbox. Research shows that 54% of personal emails received are promotional and 28% are transactional. Additionally, consumers prefer to be contacted by email more than any other channel. This shows that consumers are opting in and engaging with businesses.
Amazon’s domination of the online marketplace is staggering. Of those consumers who made an online purchase in 2014, 48% bought from Amazon. Following behind are iTunes at 16%, eBay at 15%, and Walmart at 9%.
More companies feel their data is inaccurate. 32% of organizations believe their consumer data is inaccurate. This number is up from 25% the year before. 60% believe the cause of inaccuracy is human error, either by a company employee or the customer themselves.
Consumers are torn on follow-up emails. Cart-abandonment follow-up emails continue to polarize consumers. While half of consumers classified them as “helpful,” more than a third said they were “annoying.” These varying opinions only reinforce the value of testing. Each list is different, and only you can know whether your subscribers will value these types of emails.
DMA’s 2015 Statistical Factbook is now available for purchase on the DMA Bookstore, with an exclusive price just for members. In addition to providing more industry-level data than ever before, this year’s edition also includes thought leadership and analysis in the form of chapter introductions from prominent experts and luminaries.