Email marketers failing on standards, deliverability

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googlemail.jpgADOTAS — A majority of companies who do email marketing rate it as “excellent” or “good” for return on investment, higher than for any other digital marketing channel and up 12 percent since a year ago.

But a new survery also says that significant numbers of marketers are still failing to adopt a range of best practices and many are failing to get to grips with deliverability. According to the “Email Census 2009” by Econsultancy and Adestra, less than a fifth of companies know what percentage of their email budget is lost through non-delivery.

“While some companies are mastering various tactical elements of email best practice, such as segmentation, deliverability, list cleansing and triggered emails, it is clear that there are still problems for many organisations at a strategic level,” said Econsultancy Research Director Linus Gregoriadis. “A well thought-out email strategy has to be the starting point for email marketing success.”

The research has also found that lack of email strategy is now more likely to be regarded by company respondents as a significant barrier to effective email marketing, up from 32 percent of email marketers in 2008 to 44 percent in 2009. An even bigger proportion of agency respondents (say this is a major barrier for their clients, up 16 percent since last year.

In addition, the research stated 42 percent of email marketers do not know their return on investment from email marketing.

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