Thoughts on the UK DMA’s 2009 Client Email survey.
Each email an organisation sends to its’ customers forms part of that brand’s reputation; not just those thought of as email marketing. What does the customer think about the email confirming a purchase? How about the emails answering questions post purchase? Do organisations even think of these as part of their brand building?
Organisations know their email marketing is operationally important, particularly to drive sales in this difficult economic climate. Yet only 23% of the respondents could calculate the value of an email address to an organisation. How do they make a return on investment argument within their company for email marketing?
They report on the Open and Click rates. These are the most common measures of success rather than being able to calculate the value of an email address.
Their emphasis should be on integrating email campaigns with other channels. Those marketers who have tried this approach showed improvements across all channels. These can range from customer acquisition channels, like search engine marketing, to encouraging advocacy with loyalty. Add some good use of metrics and segmentation techniques to the mix then marketing performance can go through the roof.
The integrated approach would also improve a brand’s reputation just by bringing a consistent message into the mix. The better a brand’s reputation the higher the open and click through rate from email marketing. So it’s amazing that only just over a third of marketers rate sender reputation as the most important factor in deliverability.
Other interesting conclusions of the report are:
70% of marketers expect expenditure on email to increase over the next 12 months coming at the expense of other channels, notably direct mail and print/press advertising
The most popular email tactic is the regular e-newsletter (used by 78% of marketers)
There is still much room for improvement, though, the use of: welcome messages, win-back campaigns and advanced trigger emails
Less than half of marketers have a strategy concerning maximum email contact frequencies
12% do not know how many emails an address could potentially receive each month. Given that people regard “too many emails” as a reason for reporting messages as spam, this is a weakness that needs addressing
Amazingly only 27% of marketers segment their lists into six or more different audiences.
Marketers are removing inactive addresses from their lists without first conducting a dedicated reactivation campaign.
Almost 40% of marketers do not offer website traffic a way of signing up for emails, representing a huge missed opportunity.
Data from UK DMA’s 2009 Client Email marketing survey results (dmcommission.com) thanks to Samantha Binns for sending me the report.