WhatCounts – How To Think Critically About Email Marketing Statistics
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:
Want to check out the who’s who and what’s what of email marketing?
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