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BizReport : Email Marketing : April 01, 2015

Dedicated email marketing teams significantly affect ROI

Email remains one of the top channels for return on investment, but could having a dedicated person or team help achieve better returns?

by Helen Leggatt

According to the latest Email Marketing Industry Census 2015 from Econsultancy/Adestra, 25% of both in-house and agency marketers rank email, along with SEO, as 'excellent' in terms of return on investment.

"Email continues to be a tremendously important digital marketing discipline despite the emergence of shiny new tools which can distract marketers," says Linus Gregoriadis, Econsultancy Research Director. "Companies neglect this channel at their peril because email continues to be the fulcrum of an integrated and successful approach to marketing. With email becoming increasingly personalized and automated, the research shows there is no sign of this stopping."

Marketers do admit that there is room for improvement within their email campaigns with 59% rating email campaign performance as 'poor' or 'average' and just 4% stating 'excellent'. Database quality and lack of strategy and integration were cited as being the biggest barriers.

One interesting finding from the survey is the impact of a dedicated person or team on email return on investment. When those responsible for email marketing were not also tasked with many other marketing responsibilities and could focus on email, return on investment was found to be three times better.

"Yet the nirvana of a dedicated team is only available in the largest firms," found the report. " If company structure makes it difficult to raise their game, marketers can lean on ESP expertise for missing services - such as access to teams specializing in email design, project management, and strategic account advice - all of which can help them overcome internal gaps to achieve the results they, and their organisations, need."

Image via Shutterstock

Tags: email marketing, research, ROI, strategy, team structure

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