EmailStatCenter.com and Campaigner (who we’re written about) has just release the results from their first annual Email Metrics Survey which is a collection of 345 responses, of which 55% were client side and 45% of the responses were from agencies or ESP (Email Service Providers).
Survey Results:
- On a scale of 1 – 10, respondents rated measuring of email campaigns to be 9.14
- Only 50% use metrics for budgeting/forecasting purposes while 35% do not and 14% were unsure
- List Development, Time Constraints and Strategy/ Planning were upon the top challenges faced by survey respondents
Luc Vezina, Vice President of Marketing & Product Management at Campaigner feels that measurement should be constant throughout the email life cycle. “One thing that I find noticeable is the lack of revisiting campaigns and their metrics on a more frequent basis. In order to truly use email metrics for the betterment of your campaigns and gather key learnings from them, marketers must continually evaluate and benchmark their campaigns, in addition to looking at them immediately after the send.â€
What will be important to Email Marketers in 2008?
