Make the Most of Email Marketing
Email marketing is an easy yet powerful tool in bringing home a huge volume of traffic to your website, and email opens doors to many marketing opportunities. But a new study shows that companies are not taking full advantage of their email campaigns.
According to the "Econsultancy 2009 Email Census," by Adestra, 78 percent of company respondents now rate email as "excellent" or "good" for return on investment. However, the vast majority of email marketers (72 percent) say they are not using email marketing as effectively as they could. In addition:
• Lack of strategy is now more likely to be regarded by company respondents as a significant barrier to effective email marketing, up from 32 percent of email marketers in 2008 to 44 percent in 2009.
• There's a lack of segmentation (37 percent) and lack of skills and training (30 percent).
• Furthermore, less than a fifth of companies (18 percent) know what percentage of their email budget is lost through non-delivery.
Adestra recommends getting the basics of your company's communications plan and strategy in check.
• Target contacts with relevant messages from an accurate database. Without clean, complete, and accurate data, you can never be relevant and targeted despite your best intentions. Only 60 percent of respondents carry out regular list cleansing which will be one of the reasons why many respondents have experienced problems with deliverability.
• Although budgets are increasing, a worrying finding is the continual lack of ROI measurement (42 percent still don't track it).
• Sophisticated behavioral targeting and trigger sends are still not widely adopted. Before investing in setting up these programs ensure that your house is in order.
• Integrate different databases and touchpoints across the company to create one customer view to power relevant multichannel communications.
• Deliverability is a larger problem than has ever been acknowledged. If you could deliver 10 percent more emails into the inbox, then your corresponding open, click-through and ultimately conversion rates will benefit. Conversely, problems with deliverability will hit your campaign results hard.
•Finally calculate ROI to modify your email marketing operation to achieve the best results possible. Don't forget to consider all the costs associated with your email marketing.
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