Companies are not prioritising ROI on e-marketing
Friday, 16, Nov 2007 03:31
Email marketers are not prioritising return on investment (ROI), when it comes to measuring the success of their online campaigns.
Figures from the EmailStatCenter showed deliverability and click-through rates to be the most important factors for marketing professionals.
And it seems only 50 per cent of email professionals use metrics for budgeting and forecasting purposes and only 18 per cent collate the results of their email campaigns on an annual basis.
Simms Jenkins, Founder of EmailStatCenter.com, said: "While click throughs and deliverability are essential metrics, it was surprising to find metrics which tie directly to financial return such as ROI, conversion and revenue lower in the rankings.
"Marketers are missing an opportunity 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."
Some 57 per cent of respondents in the survey said they measured campaign results between one and two days after it was launched.
