In the interactive marketing mix, Email’s importance continues to grow, yet marketers admit they are not fully leveraging some of the channel’s most powerful capabilities, according to new research from Emailvision, the leading international software as a service (SaaS) company specialising in email, mobile and social marketing.

A recent survey of more than 700 online marketing managers from around the world demonstrates the importance of email-based marketing with 89.2% declaring that email remains the same or more important to their overall marketing strategy versus two years ago. While email persists as a strong, high-ROI channel, there is a clear understanding by marketers that customer data remains an untapped source of opportunity for their online marketing.

An overwhelming 97% of survey responders believe that sending well-targeted, personalised emails is an important or very important factor in achieving the best response rates, yet only 20% of those questioned said they were personalising all of the emails they send. Furthermore, more than 85% of marketers recognise they are not fully utilising the available customer data provided by their email-based campaigns. Only 55% of responders said they were satisfied with their ability to segment and target their customers by basic demographic data, purchase behaviour, relationship to the brand or response rates.

Alistair Newman, Director of Client Services for Emailvision UK commented, “Emailvision clients who use Customer Intelligence to drive their online marketing see upwards of 30% improvements to response rates and click-through rates. This translates into real revenue lift in each campaign.”

Tim Watson, an Email Marketing specialist and board member with the UK DMA, said, “Emailvision’s research shows that most online marketing managers are not using the full range of available data to maximize the effectiveness of their messages, but the good news is that marketers clearly understand the importance of data in email marketing. With visibility and actionable data, marketers know they have a tremendous opportunity in 2012 to take their email marketing to the next level.”

Nathalie Chaboche, Chief Marketing Officer for Emailvision, added, “In 2011 we integrated Customer Intelligence into our email, mobile and social marketing solutions. We want to empower marketers with the ability to take control of their client data, rapidly discover ‘smart segments’ and quickly execute highly-personalised, targeted campaigns that generate maximum return on investment. The survey data confirms that marketers are ready to stop sending ‘one size fits all’ campaigns to their entire customer base. They’re embracing a new type of targeted online marketing and one that we feel will bring them significant success.”

The research was conducted by Emailvision in November 2011. 700 organisations from 10 countries (UK, US, France, Germany, Spain, Italy, Belgium, Netherlands, Scandinavia and Switzerland) were surveyed. The full report is available upon request.

Published on: 11:37AM on 20th December 2011