Earlier this week the UK’s Direct Marketing Association (DMA) released some findings of its latest ‘National Client Email Survey’ report. The DMA found that seven out of ten marketers expect to increase their expenditure on email marketing in 2010.
But the association also found that strategic planning and best practice processes are lagging behind. The survey reveals ‘that less than half of marketers have a strategy concerning maximum email contact frequency, only a quarter of marketers are able to calculate the value of an email address and 12 per cent of respondents do not know how many emails an address should receive each month’.
These strategic concerns seem to focus much on email marketing tactics and practical issues. The report found for example that deliverability is the main concern, followed by conversion rates. So we ask ourselves where the concerns regarding ROI and impact on sales are.
Well, ROI ranks as the third main concern, which might prove that many email marketers do not only measure open rates and other tactical metrics but also what matter most in the end: the bottom-line.
Unfortunately open and click rates are reported as the most common measures of success, used by 72 per cent and 66 per cent of marketers respectively. Only half of marketers are measuring the revenues generated by their email marketing.
The DMA claims this low figure is attributed to an increase in the use of email for brand awareness.
However, when asked how they would like to measure operational success, the majority of respondents opted for ‘revenue generated’, suggesting a need for more sophisticated evaluation processes, the DMA survey found.
And that is extremely important.
Related Marketing Advisor posts:
- Create relevant email campaigns, your reputation is at stake
- Integration of email marketing and CRM: another ESP shows the way
- Building a relationship in the social networking space starts via…email
- Challenges and solutions in B2B email marketing
- Email preferred channel of communication and purchasing trigger for consumers
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