Monitoring the success of email marketing campaigns is the biggest challenge for online marketers today
Tracking conversion rates of email marketing campaigns and improving return on investment (ROI) are the main challenges marketers face this year, reveals Adestra, UK’s leading email service provider (ESP).
Adestra’s latest survey of B2B and B2C marketers reveals that 60% feel that identifying how well their email marketing campaign is working is the biggest challenge for 2009, with 55% believing that improving their ROI in this current climate is most difficult.
Henry Hyder-Smith, Managing Director of Adestra, comments: “Scrutiny of marketing campaigns has been, quite rightly, heightened during this recession, as every pound invested has to be justified. As a result, more marketers are monitoring their email marketing campaign results. However, they should be reassured that more advanced and sophisticated methods to track online behaviour are now available. Email professionals may be used to monitoring open rates, read rates and click-through rates, but top tier ESPs can now help them accurately identify website traffic referred by their email campaign. This level of tracking will help marketers improve their ROI, as this valuable information is utilised and future campaigns become targeted and relevant.”
In addition, 52% of marketers believe that growing their email contact database is one of their greatest challenges.
Henry Hyder-Smith continues: “The quality of your database is fundamental to any successful campaign and it is important to review your entire data management strategy at all stages, not only at the point of acquisition. Marketers should segment data for more profitable targeted campaigns, clean and update their databases regularly and of course monitor email responses, such as bounce-backs. We recognise that this is a challenge. At Adestra, we offer expertise to not only grow your database but ensure data quality is maintained. If this is carried out properly the desired improved ROI will follow.”
