April 23, 2013 Jaclyn Bickerton
There was an interesting article on Econsultancy.com titled “61% of marketers rate their email campaigns as poor or average: Infographic.” It goes over the findings from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which surveyed 1,300 agency and client-side respondents. The results look at the type of email marketing carried out, the way email marketing is conducted, and any issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
43% of marketers know that their lack of strategy is a significant problem, and 27% spend no time optimizing emails. Marketers are not focusing on the right strategies and tactics to get the most out of their email marketing campaigns. 61% of marketers rate their email campaign performance as poor or average. This 61% is doing it wrong. It’s our opinion that email marketing is your primary communication driver. As such, more time and effort needs to be put aside to improve email performance and strategies in the future.
Jaclyn Bickerton, Social Media, Raven5 Ltd, Oakville and Toronto, Ontario, April 2013