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26 June 2009
Email marketing ROI excellent, but many businesses unaware
Adestra and Econsultancy's Marketing Census 2009 is required reading for every business's marketing team.
Based on findings from a survey of over 1,000 registered visitors to Econsultancy's site, the report indicates that email marketing gives businesses an excellent return on their investment, but that surprisingly few measure it.
Key findings from the Marketing Census 2009 include:
- 78% of respondents rated email marketing as 'excellent' or 'good', up 12% from the previous year.
- More than half of organisations send a minumum of 50,000 emails per month, and 21% send at least half a million.
- 74% of companies have up to five employees working on email marketing.
But, despite email marketing's popularity and perceived effectiveness, there are problems.
- Only 18% of companies know the amount of their email budget that is lost due to non-delivery.
- A massive 42% of email marketers do not know their ROI from their email marketing activities.
- 69% of agencies, as well as 44% of companies, believe that lack of strategy presents a major barrier to effective email marketing.
One thing's for sure, though, and that's more businesses will re-evaluate their email marketing strategies when they realise how effective targeted, quality campaigns can be. If you would like more information about how Coast Digital's email marketing campaigns can help your business, please get in touch.
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