More and more e-marketers are using analytics in order to optimize their communications, with 37% naming this a top 5 priority for improving their email programs this year, according to The Relevancy Group report. Other priorities include improving email inbox delivery and placement of messages, improving transactional email messaging capabilities, improving segmentation and targeting, and increasing relevancy with dynamic email content.
In March 2012 report from Econsultancy and Adestra only 9% of company marketers surveyed believed that their company’s email activity and social media marketing were well integrated.
E-Marketers’ focus on analytics makes sense given that they are finding challenges in optimizing their email marketing. Challenges cited included creative content development (21%), managing frequency across all channels (20%), list turnover (churning subscribers – 20%), and benchmarking email performance to peers (20%).
Budgets are keeping e-marketers from making email measurement and analysis a priority: 19% describe budget limitations as a pain point, and an additional 47% say it is somewhat challenging.
Interestingly, many respondents said that they are focused on social media marketing because their email ROI is solid, with 10% saying this is a real pain point holding back email marketing analysis, and a further 55% saying this is somewhat challenging their focus on email metrics. A February 2012 report from Econsultancy and the Email Experience Council revealed that three-quarters of US organizations believe that competition with social media for recipients’ time and attention is either “very challenging” or “somewhat challenging” to their future success in email.
So what do we take away from this? If you’re going to engage in e-Marketing emails, and really who is not doing this(?), then you need to be both selective in how you go about it and you must spend the time and money to view and optimize future campaigns. To do otherwise is a waste of time and money, and potentially loss of customers.
The survey was conducted in August 2012 by The Relevancy Group.