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WhatCounts – How To Think Critically About Email Marketing Statistics

WhatCounts – How To Think Critically About Email Marketing Statistics

How To Think Critically About Email Marketing Statistics

By: WhatCounts

The following is a guest post from Tom Webster. Tom is the Vice President of Strategy for Edison Research, sole provider of U.S. National Election exit polling data for all major news networks. He’s also a renowned writer on his website, Brand Savant.


Today while browsing my blogs, I came across this provocative headline:

Email Usage Drops 28% in Past 12 Months!

As someone who makes their living interpreting data like this, I was struck by what I read to be a counter-intuitively steep decline (and, of course, by the exclamation point!) and decided to hunt down the source of this stat to see if it was a) credible and b) interpreted correctly (more on how I do that here, if you’re interested.)

It turns out that this 28% decline was reported by a recent Nielsen NetView report that delineated “Share Of Time” for online activities, as follows:

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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