New research suggests one in six email marketers in Australia have no way to measure their campaigns.
The
survey, conducted by from information services company Experian, found
that whilst 15% of marketers have no tools to measure their success,
95% of marketers surveyed believed that their email marketing was
generating adequate ROI.
John Merakovsky, Director of Experian
CheetahMail, APAC, said, “Too many marketers continue to ignore the
need to improve the quality of email campaigns. With so many
organisations now conducting email marketing, consumers are struggling
with a very crowded inbox.”
The increasing reliance and
frequency of marketing emails may also be causing information overload,
even for marketers. Nearly two thirds admitted to deleting a
significant proportion of their marketing mail without reading it, with
a quarter deleting more than half.
Despite it being harder to
reach an audience through email marketing, the dependency marketing for
lead generation and customer retention with 31 per cent of marketers
sending five or more email communications per month. Furthermore, 67
per cent plan to increase email campaign frequency into 2010.
Whilst
users cope with the increasing volume by switching off, a quarter of
all marketers in Australia still do not segment their email campaigns,
continuing to opt for a ‘load and blast’ approach (26%).
Despite
the increasing difficulty to reach an audience through email, senior
team members continue to influence marketing decisions, with the
research indicating 74 per cent of executive’s value or highly value
email marketing
“The research shows there is a clear division
in quality occurring in the Australian marketing industry as a
significant proportion of marketers still fail to embrace more advanced
email marketing." said Mr Merakovsky "With executive pressure to make
the most of this effective marketing tool, marketers are currently
focused on just getting the email out.”
