42244

html

The <a href="http://www.eroi.com/eroi-email-marketing-study-trends-use-of-email-analytics-survey-results-report-thank-you/">eROI study</a> looked at the use of email analytics for around 500 email marketers, and found that 18.06% were not tracking the results of their email campaigns, and therefore had no way of learning lessons in order to improve future campaigns. These campaigns may have been a great success, but without accurate ROI measurement, making a case for future email marketing efforts or for further investment is virtually impossible to do. Other highlights from the eROI study: <ul> <li>Tracking of conversions is also an issue for some email marketers; around one in eight aren't tracking conversion rates. Time and budget restraints were among the excuses for this, but a quarter said they didn't know how to. </li> <li>Some email marketers are failing to share their email analytics with the relevant people in their organisations. While around 75% shared the results with executives, and 60% with corporate marketing departments. </li> </ul> The results are surprising, given the proven ROI that can be gained from email marketing. For respondents to our survey that were aware of the figures, 61% said that email delivers ROI of 300% or more, while 30% confessed to ROI of more than 500%. Here are a few tips from the Econsultancy/Adestra Email Census on tracking ROI from email campaigns: <ul> <li>Ask each customer how they found out about you.</li> <li>Invest in web analytics to track all orders back to where they began their web session from. </li> <li>If you use an email marketing provider, use one that can integrate with your website to track orders.</li> <li>Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders. </li> <li>Allocate and invest time in analysing the performance of each campaign. </li> </ul>

The <a href="http://www.eroi.com/eroi-email-marketing-study-trends-use-of-email-analytics-survey-results-report-thank-you/">eROI study</a> looked at the use of email analytics for around 500 email marketers, and found that 18.06% were not tracking the results of their email campaigns, and therefore had no way of learning lessons in order to improve future campaigns. These campaigns may have been a great success, but without accurate ROI measurement, making a case for future email marketing efforts or for further investment is virtually impossible to do.  Other highlights from the eROI study: <ul> <li>Tracking of conversions is also an issue for some email marketers;  around one in eight aren't tracking conversion rates. Time and budget restraints were among the excuses for this, but a quarter said they didn't know how to. </li> <li>Some email marketers are failing to share their email analytics with the relevant people in their organisations. While around 75% shared the results with executives, and 60% with corporate marketing departments. </li> </ul> The results are surprising, given the proven ROI that can be gained from email marketing. For respondents to our survey that were aware of the figures, 61% said that email delivers ROI of 300% or more, while 30% confessed to ROI of more than 500%. Here are a few tips from the Econsultancy/Adestra Email Census on tracking ROI from email campaigns: <ul> <li>Ask each customer how they found out about you.</li> <li>Invest in web analytics to track all orders back to where they began their web session from. </li> <li>If you use an email marketing provider, use one that can integrate with your website to track orders.</li> <li>Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders. </li> <li>Allocate and invest time in analysing the performance of each campaign. </li> </ul>

2009-04-06T11:17:49+01:00

html

Almost 20% of email marketers in the US have no idea on the results of their campaigns as they are neglecting to track ROI, according to a new survey. This echoes the findings of Econsultancy's recent <a href="http://econsultancy.com/reports/email-census">Email Marketing Industry Census</a>, which found that 42% of companies surveyed didn't know what kind of return they were getting from their email marketing efforts.

false 3638

For further information about email marketing, download Econsultancy's <a href="http://econsultancy.com/reports/email-census">Email Census</a> (based on a survey of digital marketers) and the <a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a> (particularly relevant for the UK market). See also the <a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a>.

US email marketers failing to track ROI - survey false

2009-04-06T12:08:00+01:00

us-email-marketers-failing-to-track-roi-survey

2009-04-29T11:27:13+01:00

2009-10-13T10:10:29+01:00

1200