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BizReport : Email Marketing : April 07, 2009

eROI: Email marketers fail to track results

Almost 20% of email marketers in the U.S. have no way of knowing whether or not their email campaigns have been successful, according to a new survey from interactive and email marketing agency eROI.

by Helen Leggatt

eroi logo.jpgWhich begs the question, how are email marketers learning what does and doesn't make their consumers click? A little over 18% of the 500 email marketers eROI surveyed weren't tracking the results of their email campaigns, "an extremely careless approach", concludes the study.

That's a surprising number considering the length of time email has been used as a marketing tool and how often it's lauded for its accountability. Yet 42.86% of those surveyed claimed they didn't know how to track normal site conversions and 44.44% didn't know how to track ecommerce conversions. Other reasons given were lack of time and budget.

" 'Don't have a budget' and 'don't know how' are no longer excuses," eROI's Jeff Mills told ClickZ. "There are providers all across the board, it's less of 'I don't have a budget' and more of 'I need to re-prioritize the budget'."

eROI's email marketing analytics trend report can be obtained via their website.

Tags: accountability, analytics, budget, campaign, email, email marketing, measure results, site conversion, tracking

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    Thanks eROI, your study can at a perfect time. Everyone in the marketing industry wants to know what works. With email technology rapidly advancing your insight will save us both time and money. I am sure users of this popular charity website at http://www.officialhouseraf... will benefit from your research. Thank you.

  • to download the full email analytics study from eROI, click here:

  • Good initiative by eROI and too bad so many marketers ignore the power of tools and data at their finger tips. Email marketing is central to all good B2B and B2C marketing strategy -- and a resource for insight from end users. Regarding lack of time to measure, that's where technology and best practices can help give marketers more time to focus on other things like communicating to management how well their programs are supporting business goals.



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