Compensation&ResourcesStudy

Overview

InJuly2009,EmailStatCenter.comlauncheditsCompensation&ResourcesStudysurvey.236responseswere collectedfromJuly20,2009toSeptember30,2009.Approximately48%ofrespondentswerefromclientsideand 52%fromtheservicessideoftheemailmarketingbusiness,whichincludesagencies,consultantsandEmailService Providers. AlmosthalfofthesurveyrespondentsontheclientsidewerefromEmailMarketingManagers,generallythe stafferresponsibleformanagingthedaytodayofemailprograms.Ontheservicesside,therespondentswere predictablymorediverse,giventhewiderangeofservicesprovideswithintheindustry.Thetopfourtitleswere Other(whichincludedVP,Marketing,ManagingDirector,MarketingManager),SpecializedRole(Delivery, Strategy,Analyst),ConsultantandCLevelExecutives. Thesizeofparticipantscompanyrangedwidely.Approximately31%ofrespondentsworkedforcompanieswith 2599employeesand22%workedforcompaniesof1,000ormoreemployees. Thegoalofthissurveywastodocumentandevaluatehowemailprogramsarestaffedandmanagedaswellas compensationandresourcesallocatedinternallytotheseprograms.Thissurveyandreportweresponsoredby ExactTarget,aleadingglobalproviderofondemandemailmarketingandonetoonemarketingsolutionsand BrightWaveMarketing,anawardwinningagencyspecializinginemailmarketinganddigitaltargetedmessaging programs.

ClientSideEmailMarketersFaceResource&BudgetIssues

37%ofclientsiderespondentssaidtheyhaveonly 12peoplewithintheirorganizationthatare directlyworkingonemailmarketing.34%saidthey had35ontheirteam. Over40%ofclientsstatedtheyhad$100,000or lessofannualbudgetdedicatedtoemail marketing.15%had$100,001$249,999with14% havingabudgetofover$1,000,000.Additionally, 14%didnotknowtheirbudget. Whileemailmarketinghashadarenaissanceof sortsduringtherecession,thenumberofpeople workingonemailprogramsisstillverylowasisthe budget,especiallygivenitsveryhighreturnoninvestment.Thisisseenasamajorareaoffocusandopportunity foremailmarketingtogainbroadermarketingspendandcredibility.

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AnnualCompensation

Compensationwasexpectedto varybasedonthediversegroupof emailmarketingprofessionalsthat participatedinthissurvey.25% saidtheymakebetween$50,000 $69,999annually.Thenexthighest bucketwas$35,001$49,999 closelyfollowedby$70,000 $84,999.Lessthan5%of participantsmake$200,000or greaterperyear.

Ingeneral,marketersontheagencysideearnhighersalariesthantheirclientsidecounterparts.However,those atthedirectorlevelandabovetendtoearnhighersalariesworkingontheclientside. Foremailmarketersontheclientside,averagesalariesarehigherforthoseworkingwithlargerdedicatedemail teams.Logically,wefoundthatthesizeofthededicatedteamcorrelateswiththeoverallemailmarketingbudget. Teamsthatrunthemajorityoftheiremailmarketingeffortsinhousemuststafftheirteamswithmore experienced,thushighersalaried,employees.Themedianincomeforemployeesmanagingprogramswithonly1 or2dedicatedemailmarketingresourcesfallsinthe$50,000to$69,999rangeforcompanieswithanemail marketingbudgetoflessthan$100,000.Forcompanieswithanemailmarketingbudgetofmorethan$100,000, themediansalaryfallsinthe$70,000to$84,999range. Amongagencysideemployees,thoseworkinginagenciesfocusedstrictlyonemailhavethelowestmedian salaries,whichfallinthe$50,000to$69,999range.Mediansalariesincreasewiththeadditionofstrategic consultingofferingsandadditionalchannelssuchaswebdesign,searchandsocialmedia.

ServiceFirmsNotEmailMarketingSpecific&Overworked

Emailmarketingissuchaspecializedformofinteractivemarketingyetawiderangeoffirmsoffertheseservices andtechnology.Companiesofferingemailmarketingalsoprovidemanyotherservicesandtechnology,according tothesurvey. Strategyandconsultingwasthemost predominantservicewith66%offeringthese services,followedbygeneralinteractive marketing(53%),socialmedia(43%)andweb design(42%). Whileitsnosurprisethatsocialmediaand broaderinteractiveservicesaresoldbyfirms alsointheemailspace,itissurprisingthat

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searchandmobilehadsmallershares(34%and30%respectively)giventheircomplimentarynaturetoemail marketing. Giventhedecliningstateoftraditionaladvertising,itissurprisingtofindonly36%offeremailmarketingin additiontotraditionalmarketingandadvertisingservices. Whenitcomestoemailmarketingsshareofrevenueontheserviceside,34%statedthatemailcontributed75 100%oftotalcompanysales.Ontheotherhand,31%saidemailmadeuplessthan25%oftotalcompanysales. 37%ofsurveyrespondentsontheservicesidesaidtheyworkon11ormoreaccountsindicatingtheneedfor servicesideemailfirmstoramponstaffingaswell.

Conclusion&Commentary

Withthehighlyfragmentednatureofthe emailmarketingindustry,smallteams andmodestbudgets,itisnotsurprising thatmanyemailmarketingprograms continuetounderachieve.Inorderto raiseeachemailprogramaswellasthe industrysreputation,itisseemingly imperativetorevaluateemail marketingsroleineachandeveryfirm utilizingthismediumaswellasthefirms thatofferservicesandtechnologies withintheemailmarketingarena.

MorganStewart,Director,ResearchandStrategyofExactTargetstatedgiventhatemailbudgetscontinueto increase,itiscriticalthatmarketersinsurethesuccessoftheirinvestmentbystaffingteamsaccordingly.Iwas surprisedtoseethelowmediansalaryofemailmarketersmanaginglargebudgetsrelativetomarketingmanagers overseeingotherchannels. BrentRosengren,SeniorDirectorofClientServicesatBrightWaveMarketingcommentedthesefindingssupport thestrategicassessmentthatemailneedstobeachannelthatreceivesmoreattentionandinvestment.Without addedsupportfromseniormanagement,intermsofbudgetandoverallallocationofresources,mostemail programswillbelaggardsandnotreachtheirfullpotential,whichultimatelyleavesaconsiderableamountof moneyonthetable. StewartaddedAccordingtoarecentreportfromMarketingSherpa,emailmarketingnowaccountsfor19%ofthe averageonlinemarketingbudget.Unlessthesalariesofemailmarketingmanagersarealignedwiththesalariesof thosemanagingotherchannelsthetoptalentwillcontinuetomoveupandoutofemail,leavingthefuturesuccess ofthoseinvestmentsinjeopardy.

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AboutEmailStatCenter.com
EmailStatCenter.comisthefirstcentralizedrepositoryofstatisticsandresearchspecifictotheemailmarketing industry.ItwaslaunchedonMarch29,2007byBrightWaveMarketing,anawardwinningagencyspecializingin emailmarketinganddigitaltargetedmessagingprograms,andTheEmailExperienceCouncil(eec),anorganization ofglobalprofessionalsdrivingemailmarketingandcommunicationspractices. EmailStatCenter.comisafree,easytousesitefeaturingextensiveresearchandresourcesfromvarioussources throughouttheindustry.Withawiderangeofresearchfrombasicdatalikeaverageopenandclickthroughrates, tomoresophisticatedmetricsandresultsfromdetailedresearchstudiesandwhitepapers,EmailStatCenter.comis anauthoritativesourceofemailmarketingtrends,measurementandmetrics.

Websiteusersvaryfromemailmarketingpractitionerstojournalistsseekingeasytofindstatstogeneral marketingprofessionalsseekingadditionalinformationonemailmarketingmetrics.Visitthesiteat www.emailstatcenter.comandfollowEmailStatCenteronTwitterforthelatestnewsandupdates. AboutExactTarget ExactTargetisaleadingglobalproviderofondemandemailmarketingandonetoonemarketingsolutions.The companyssoftwareasaservicetechnologyprovidesorganizationsasingleplatformtoconnectwithcustomersvia triggeredandtransactionalemail,integratedtextmessaging,voicemessaging,landingpagesandsocialmedia. Supportedbycollaborativeglobalservicesteams,ExactTargetstechnologyintegrateswithmoresalesand marketinginformationsystemsthananyotherintheindustry,includingSalesforce.com,MicrosoftDynamicsCRM, OmnitureandWebtrendsamongmanyothers.ExactTargetssoftwarepowerspermissionbasedmultichannel communicationsforthousandsoforganizationsaroundtheworldincludingExpedia.com,AuroraFashions,Papa Johns,CareerBuilder,GannettCo.,Inc.,TheLeukemia&LymphomaSociety,TheHomeDepotandWellpoint,Inc. Formoreinformation,visitwww.exacttarget.comorcall1866EMAILET.

AboutBrightWaveMarketing
BrightWaveMarketingisanawardwinningagencyspecializinginemailmarketinganddigitaltargetedmessaging programs.BrightWaveMarketingpartnerswithclientsinthedevelopment,managementandstrategic optimizationofdigitalmessagingprogramsthatdriverevenue,cutcostsandbuildrelationships. HeadquarteredinAtlanta,GA,BrightWaveMarketinghasdoneworkforabluechipclientrosterincludingChickfil A,CoreNetGlobal,CoxBusiness,iFLOOR,O'Charley's,RaceTrac,SportsIllustratedandTed'sMontanaGrillaswell asleadingadvertisingandmarketingfirms.Formoreinformation,pleasevisitwww.BrightWaveMarketing.comor visitEmailStatCenter.com,theleadingauthorityonemailmarketingmetrics.BrightWaveMarketingsCEOSimms JenkinsistheauthorofTheTruthAboutEmailMarketingpublishedbyPearsonsFTPress.Visit www.TheTruthAboutEmailMarketing.comformoreinformationonthebook.

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