42244 0 3 econsultancy_xml <ul> <li>95% bother to measure the results of their email campaigns, with more than half looking at the data within 48 hours. 18% look at results on an annual basis.<br /><br /></li> <li>CTR and delivery rates are considered the most important email metrics, while total subscribers and the number of forwards are considered to be the least significant. Surprisingly, ROI and conversion rates - <em>perhaps the most important metric of all </em>- were somewhere in the middle.<br /><br /></li> <li>Many marketers are disappointed with the quality of email metrics that are available, giving an average score of 5.73 out of 10. <br /><br /></li> <li>Just one in two respondents said they use metrics for budgeting and forecasting purposes.</li> </ul> <p> <strong>Related stories:</strong> <br /> <a href="/blog/1874-email-roi-still-impressive-but-falling">Email ROI still impressive, but falling</a> <br /> <a href="/blog/1220-five-reasons-to-embrace-email-marketing">Five reasons to embrace email marketing</a> </p> <p> <strong>Related research:</strong> <br /> <a href="http://econsultancy.com/reports/email-marketing-industry-census">Email Marketing Industry Census 2007</a> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <List Type="Disc"> <ListItem>95% bother to measure the results of their email campaigns, with more than half looking at the data within 48 hours. 18% look at results on an annual basis.<LineBreak /><LineBreak /></ListItem> <ListItem>CTR and delivery rates are considered the most important email metrics, while total subscribers and the number of forwards are considered to be the least significant. Surprisingly, ROI and conversion rates - <Quote>perhaps the most important metric of all </Quote>- were somewhere in the middle.<LineBreak /><LineBreak /></ListItem> <ListItem>Many marketers are disappointed with the quality of email metrics that are available, giving an average score of 5.73 out of 10. <LineBreak /><LineBreak /></ListItem> <ListItem>Just one in two respondents said they use metrics for budgeting and forecasting purposes.</ListItem> </List> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1874-email-roi-still-impressive-but-falling" Window="Self">Email ROI still impressive, but falling</Link> <LineBreak /> <Link URL="/blog/1220-five-reasons-to-embrace-email-marketing" Window="Self">Five reasons to embrace email marketing</Link> </Paragraph> <Paragraph> <Emphasis>Related research:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/email-marketing-industry-census" Window="Self">Email Marketing Industry Census 2007</Link> </Paragraph> </FormattedContent> 2007-11-15T11:24:00+00:00 0 1 econsultancy_xml <p> <strong>Email marketers ranked clickthrough rates as the most important metric when reviewing their campaigns, although one in 20 don't bother to measure results at all, according to EmailStatCenter.</strong> </p> <p>A study we carried out earlier this year painted an even worse picture, with <a href="http://www.e-consultancy.com/js/FCKEditor/editor/www.e-consultancy.com/news-blog/362621/email-marketing-census-reveals-chronic-lack-of-roi-measurement.html">almost one in two respondents failing to measure the success of their campaigns</a>. </p> <p>Some 345 US-based marketers responded to the EmailStatCenter survey. We'll list a few highlights after the jump...</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Email marketers ranked clickthrough rates as the most important metric when reviewing their campaigns, although one in 20 don't bother to measure results at all, according to EmailStatCenter.</Emphasis> </Paragraph> <Paragraph>A study we carried out earlier this year painted an even worse picture, with <Link URL="http://www.e-consultancy.com/js/FCKEditor/editor/www.e-consultancy.com/news-blog/362621/email-marketing-census-reveals-chronic-lack-of-roi-measurement.html" Window="Self">almost one in two respondents failing to measure the success of their campaigns</Link>. </Paragraph> <Paragraph>Some 345 US-based marketers responded to the EmailStatCenter survey. We'll list a few highlights after the jump...</Paragraph> </FormattedContent> false 1947 <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> 364598 Email marketers look for clicks, clicks, clicks false 2007-11-15T14:40:00+00:00 email-marketers-look-for-clicks-clicks-clicks 2009-04-29T21:12:01+01:00 2009-10-13T09:25:16+01:00 375