FEDMA’s Interactive Marketing Council (FIMAC) will publish the first ever Pan European Email Marketing Benchmark in October 2009.

The FEDMA email marketing benchmark study is a unique initiative which aims to measure and benchmark the quality of pan-European email marketing. The study will run on an annual basis, and the first publication will be in October 2009 and will include at least ten European countries.

The study will be divided into two parts: Clients and Email Service Providers (ESPs). Furthermore it will measure volumes, open rates, bounce rates, opt-out rates, delivery rates, click through rates, frequency, purposes, forecasts, based on main segments that utilise the email marketing communication channel. Both marketing to business to business, and business to consumer communications are covered.

The study will be on both national and European level. The study will be the first ever European email marketing benchmark containing data from both Email Service Providers (ESPs) and marketers using email marketing (end-users).

Whom can contribute with benchmark data?
Email Service Providers (ESP’s) with activities in Europe are invited to submit data. Same goes for any (enduser) company currently using email marketing, whom would like to find out how key email marketing metric such as;

- open rates
- click through rates
- bounce rates
- opt-out rates

benchmark with companies from their industries in their own country or in other European countries.

Deadlines for Email Service Providers
Email service providers must complete the survey by September 20, 2009.
Email service providers must deliver a short bio along with a logo by September 25, 2009
Email service providers whom would like to have us publish articles on the blog can submit articles anytime.

Deadlines for end-users
Endusers wishing to participate must complete the survey by October 1, 2009.

Send an email to FIMAC Chairman Michael Leander (mln@fokusintegrated.com) if you would like to get an invitation to participate.

European benchmark report is made available to contributors
An executive summary of the FEDMA Pan European Email Marketing Benchmark will be made available to all ESP’s and enduser marketers whom contribute data to the study. Interested parties may purchase the complete Pan European Email Marketing Benchmark Report or any of the individual country reports which will be published.

Who is behind the first ever Pan European Email Marketing Benchmark?

The study is supported by numerous national Direct Marketing Associations - some of these will even offer national reports with additional contents relevant to specific to each country. National benchmark reports will also be on sale from September 2009.

If you would like to take part in the study please contact FEDMA’s Marketing and membership director Jørgen Nygaard Andreassen at +32 2778 99 28 or FIMAC Chairman Michael Leander at +45 27 28 29 53

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