Challenges in List Marketing

Please take a few minutes to complete this short questionnaire from MarketingSherpa about the list industry.

Answers can not be attributed to individuals. This survey is 100% anonymous.

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1. Approximately how many employees are in your organization, worldwide?

2. Based on your experience, what is the biggest challenge to the effectiveness of email marketing?

	Willingness of people to opt-in to new email lists
	Difficulty with effective email creative due to image blocking
	Email doesn't get the budget/attention it deserves
	Recipient mailboxes are swamped and all email suffers
	Lack of accountability/measurement
	Spam is eroding trust in email
	Other

3. How are these challenges to email marketing changing?

	Improving	No change in last year	Getting worse	Not applicable/ No experience
Deliverability to B-to-C recipients
Deliverability to B-to-B recipients
The perception of legitimate email as spam
Measuring and proving the total impact of email marketing
Growing B-to-C email lists
Growing B-to-B email lists

4. Does your company offer the following services? Are you planning to?

	We offer this service	Don't offer, but planning to	Don't offer, and no plans to
Create landing pages for clients
Email creative consulting
Email offer consulting
Email copy and subject line consulting
Database management/integration

5. What are the primary challenges to the success of your list rental operations? Please rank the following.

	Serious	Siginificant	Secondary	Non issue
Competition with other marketing tactics, such as search, social networks, etc.
Negative perception of rental list quality
Quality of available lists
Attracting key talent in sales/marketing
Industry consolidation

6. How heavily do you invest in the following marketing programs targeted at new customers?

Small investment = Less than 5% of marketing program budget
Significant investment = Between 5% and 15% of marketing program budget
Key investment = More than 15% of marketing program budget

	Don't use	Small investment	Significant investment	Key investment
Print ads
Online display ads (banners, sponsorships, etc.)
Acqusition email
House email
Paid search marketing
Search engine optimization
Direct (postal) mail
Event marketing (in-house and/or exhibiting)

7. Back during the Internet downturn of 2000/2001, the list rental industry suffered a significant drop in CPM, revenue and new customer acquisition. Will the current downturn be similar or different? Required Question

	Similar - we are seeing (or expect to see) a significant contraction
	Different - the variables and times have changed and we won't see a significant contraction
	No opinion

	1 - 10 employees
	11 - 50 employees
	51 - 100 employees
	101 - 200 employees
	Over 200 employees