Despite email marketing's success in producing 11.7 percent of total offline sales and 23.5 percent of online sales in 2007, a study just released by the Direct Marketing Association (DMA) reveals a surprisingly wide variation in email marketing practices, metrics and performance among marketers, including a large number who still avoid email altogether. The research, "Actionable Insights into Email Marketing," attributes much of the variation among different practices, metrics and results to marketers' level of self-reported competence or expertise levels.

Responding companies were also categorized as marketer or service provider; business-to-consumer (B-to-C), business-to-business (B-to-B), or both and by company size.

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