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BizReport : Email Marketing : September 02, 2008
eROI: Email marketers are slacking
Email marketers know what they should be doing to maintain best practice and increase deliverability, opens, clicks and conversions, but few are actually doing it, according to the most recent of eROI’s quarterly email marketing studies.
Q3’s “Elements of Email” study has revealed some startling results about the real-world practices of email marketers. The study found that over half of respondents don’t know how to authenticate emails, a quarter doesn’t test subject lines and only 10% bother to create mobile versions of email campaigns.
“The Elements of Email shows that email marketers are starting to see the benefit of using certified email services to increase deliverability,” concludes eROI's report. “Also, as the mobile market continues to grow, so will more mobile-specific email elements such as snippet text. Those marketers who get in early on these burgeoning trends could be setting themselves above and apart from their competition.”
Findings from eROI’s survey (.pdf) include:
- Around 30% of email marketers use their site navigation in email. Of those, 15% found it more effective than the main content in driving clicks, 11% found their navigation converted better than the main content.
- Image blocking issues prompts two-thirds of marketers to place "view as a web page" at the top of their email whereas 25% do not use a preheader at all.
- 80% of email marketers did not provide whitelist instructions.
Tags: best practice, deliverability, email marketing, whitelist
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Comments
I can't believe 25% of marketers aren't testing their subject lines. That seems like a crucial aspect of an email campaign to me. On another note, what is the percentage of people who get annoyed from mobile marketing? I can't stand when I get ads on my phone. Jeff Kempf, marketing intern for eROI.
Posted by: Jeff Kempf on October 17, 2008 19:06