Email Statistics

This study is based on current industry data. The data was augmented with answers received from direct polls of environmental service business owners and managers. Only 51 percent of environmental service businesses are currently engaged in email marketing campaigns. Thirty-one percent of all environmental service business owners and managers have plans to engage in email marketing in the near future. Eighteen percent of environmental service businesses report no plans to engage their customer base through email marketing newsletter campaigns. Fifty-five percent of surveyed environmental service businesses claim to issue email newsletters on a monthly basis; thirty-eight percent reported a more often than monthly missive send. Three percent send every two months; three percent send quarterly; and one percent send on an annual basis. Content type for environmental service business emails tends to be split evenly between newsletters carrying informative content only and newsletters blending information with a sales approach. Forty-four percent of all environmental service businesses engage their subscriber base with content exclusively informational in nature; while 38 percent mix it up by sending informational and sales content. Less than 18 percent have a single-minded selling focus and send sales-only content. Subscriber sources among environmental service businesses are skewed towards customers already familiar with the business unit. Nearly three out of every five subscribers on environmental service business lists are current clients; 21 percent are Web derived subscribers; 14 percent are subscribers gained through varied promotional activities; five percent from public promotional events; and just one percent are purchased and supplied leads. The fairly even distribution of subscription list size among environmental service businesses is anomalous among all industries, as 27 percent report that they have less than 500 email addresses on their lists; 14 percent say that they have 500 to 1,000; 19 percent claim between 1,000 to 3,000; 22 percent state they possess 3,000 to 5,000; and 18 percent have very large lists of over 5,000 subscribing prospects. Although marginally better than other industries, the uptake of email segmentation procedures in environmental service businesses that provided data for this report is low. Thirty-one percent of all owners or managers state they currently segment their lists into various demographic, geographic and/or behavior sections; 69 percent state they do not segment their lists at all.