Email Marketers Not Using Campaign Results
Only 50 percent reported using metrics for budgeting and forecasting purposes.
Although nearly all email marketers measure their campaigns, many don’t use the results to support their budgeting goals, according to EmailStatCenter.com’s State of Email Metric’s survey.
Over 95 percent of the individuals surveyed said that they did measure the results of their email campaigns. However, only 50 percent reported that they use metrics for budgeting and forecasting purposes while 35 percent of professionals cited that they do not use metrics for budgeting. The rem-aining 15 percent were unsure.
When asked how often they measured results, 57 percent of respondents indicated that they measure results 24-48 hours after deployment. However, only 18 percent indicated that they measured results on an annual basis.
Respondents ranked click through rate and deliverability as the most important metrics to track. Metrics surrounding total subscribers and forwards were among the lowest ranked metrics in terms of their importance.
"While clickthroughs and deliverability are essential metrics, it was surprising to find metrics that tie directly to financial return—such as ROI, conversion and revenue—lower in the rankings,” said Simms Jenkins, founder of EmailStat-Center.com and parent company, BrightWave Marketing.
“Marketers are missing an op-portunity to use metrics in order to gain the executive support needed to grow their programs. This speaks to the continued need for measuring the impact of email on the complete customer experience."
Campaigner, a provider of web-based email marketing software to marketing professionals, sponsored the survey.
Recently in E-Marketing 
Most Read on Audience Development
 |
 |
 |
Career Center
Join the Audience Development Group on mediaPRO
Connect with Magazine, eMedia & Publishing Industry Peers
Latest Audience Dev Discussions
Upcoming Webinars
No Upcoming Webinars
Recent Webinars
