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Business intelligence
News Release from: Alterian | Subject: email marketing
Edited by the Marketingservicestalk Editorial
Team on 30 April 2008
Email marketing 'popular but
unsophisticated'
Alterian has released the results of its free online interactive assessment, measuring the sophistication of over 700 marketers, agencies and marketing services providers' email activities.
It included an in-depth look at how marketers personalise, automate, segment, track and report on email campaigns Based on responses to 10 multiple choice questions, Alterian scored participants and provided them with a ranking in one of the five following categories: Basic E-mail Marketer, Intermediate E-mail Marketer, Advanced User, Expert User and Pacesetter
This article was originally published on Marketingservicestalk on 1 Oct 2007 at 8.00am (UK)
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Out of the over 700 respondents, only five per cent qualified as an Expert User - those most likely to be generating results that are significant and easily quantifiable, and none achieved the level of Pacesetter - those pushing email marketing to new realms of effectiveness and relevance.
These results demonstrate that many marketers have an opportunity to greatly improve the returns of their email marketing investment.
Thirty-two per cent were found to be operating at an advanced user level, putting them in a position to expand email beyond traditional marketing use and fully leverage the channel as a strategic business application.
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Most participants, 59 per cent, fell into the Intermediate User category; although their email marketing programmes are more advanced than most, these marketers can make many improvements to increase ROI and improve the customer experience.
Four per cent have not surpassed the Basic User level, where they have just begun experiencing the power of email marketing.
A separate indicator, Alterian's fifth Annual Marketing Survey, a comprehensive analysis of spending and investment priorities for the industry based on responses from almost 900 marketers, agencies, marketing services providers and systems integrators, reveals that 81 per cent of participants plan to increase marketing spend on email efforts in the next 12 months.
Forrester Research also report similar trends.
"In the coming year, we expect email marketers to make a priority of improving email sophistication by investing in analytics, customising message frequency, and using email data to inform other marketing efforts," commented Forrester Research Analyst Julie Katz, in the report titled How To Move Email Marketing Forward In 2008, February 2008.
"With this assessment, we hope that participants will gain a new level of insight into their current level of email marketing proficiency," said David Eldridge, Alterian's Chief Executive Officer.
"In addition to ranking respondents, we provide them with actionable advice on how they can increase their email marketing ROI.
"We also provide participants with tips on how they can use Alterian applications, like Dynamic Messenger, part of the Alterian Marketing Services Platform, to grow from the Basic User group to the Expert and Pacesetter levels".
"Marketers are on a digital journey, striving to become more sophisticated, advanced users: along this journey there are many factors to consider, most importantly: deliverability", commented David Fowler, Alterian's new Vice President of Deliverability and Privacy.
"To increase deliverability, marketers need to become analytically led, increasing the relevancy of their emails and, consequently, decreasing spam.
"By using an integrated platform, marketers can sustain this boost in deliverability long term".
To take the quiz please visit the Alterian website.
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