Email Marketing Statistics

This manual is informed by a variety of recently published surveys and research studies from leading industry sources. Pet and veterinarian business owners and managers across the United States and Canada were surveyed to obtain data contained within the manual. Forty-four percent of pet and veterinarian businesses report current engagement in email marketing campaigns, while 35 percent state intentions to launch email marketing campaigns in the future. Twenty-one percent report no intention to engage in future email marketing campaigns. Because the median profiles of the smaller pet and veterinarian business owners and managers indicate more traditional advertising spends, they maybe not be currently aware of the advantages available to them through email marketing. Larger pet and veterinarian retailers, providers and distributors are more likely to utilize email marketing, seeing it as fundamental to their corporate promotional activities. Forty percent of pet and veterinarian businesses send emails on a more than monthly basis, while 53 percent send missives monthly. Five percent report communicating with customers online every two months; one percent send emails quarterly; and another one percent sends seasonal or annual communications. The content type utilized by pet and veterinarian businesses tends to skew towards a mix of informational and sales content, which accounts for 51 percent of all material from the industry; 34 percent of all content sent is informational only; 15 percent contains sales information exclusively. Subscriber sources for pet and veterinarian businesses tend to be primarily made up of current customers, totaling 54 percent of subscribers. Ten percent result from promotions; 29 percent are Web derived; two percent are purchased and supplied leads; and five percent are garnered through public promotional events. List size for pet and veterinarian businesses skews low: 51 percent of all businesses report less than 500 email addresses on their lists. Thirty percent stated 500 to 1,000, while three percent claimed between 1,000 and 3,000; two percent report between 3,000 and 5,000 subscribers on their email list. Fourteen percent state they have more than 5,000 email subscribers. Segmentation rates in this industry are above average. Fifty-nine percent of business owners and managers state they participated in no list segmentation, while the remaining owners and managers actively segment their subscriber lists.