Email marketers 'not prioritising ROI'

Companies utilising email marketing are prioritising factors other than financial returns when measuring how effective campaigns are.
Research carried out by EmailStatCenter found that marketing professionals consider click-through rates and deliverability to be the most important aspects of a successful project.

The report revealed that just 50 per cent of those polled use email metrics to plan for the future and budget and just 18 per cent measured email campaign results on an annual basis.

"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," said Simms Jenkins, founder of EmailStatCenter.

"Marketers are missing an opportunity to use metrics in order to gain the executive support needed to grow their programs."

Richard Gibson, chair of the Benchmarking Hub at the Direct Marketing Association´s Email Marketing Council, said recently that "relevancy, segmentation, targeting and analysis" are important for email marketing campaigns.
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