Almost two-thirds (61%) of marketers rate their email campaign performance as ‘poor’ or ‘average’, while just 4% would rate themselves as ‘excellent’.
The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013 which looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
Over 1,300 agency and client-side respondents took part in the 2013 census. Some of the key findings are highlighted in this infographic.
It shows that:
- 62% of marketers spend two or more hours on design and content on an email campaign, while 18% spend more than eight hours.
- 27% spend no time optimising emails.
- 71% have basic to non-existent email optimisation strategy for mobile devices.
- 22% regard optimising emails for mobile as one of their top priorities.