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E-mailers lose sight of tracking

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Apr 14, 2009 

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DM Confidential  |

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E-mailers lose sight of tracking

DM CONFIDENTIAL — Digital marketing agency eROI recently released the results of its e-mail survey, titled, “Use of Analytics in E-Mail Marketing Campaigns” and found that more than 18 percent of respondents said they do not track their e-mail campaigns.The survey of more than 500 e-mail marketers found that 18.06 percent of respondents said they were not tracking their campaigns, while 81.94 percent were.What are the reasons for this disregard for such an essential, simple part of running e-mail campaigns?For site conversions, 42.86 percent of respondents said they didn’t know how, while 14.29 percent said they didn’t have time and 4.76 percent said they didn’t have the budget for it. Another 38.08 percent cited other reasons.For e-commerce conversions, 44.44 percent said they didn’t know how, while 38.89 percent said they didn’t have the budget and 5.65 percent said they didn’t have time. Another 11.02 percent cited other reasons.The open rate is the most important part of the e-mail campaign lifecycle according to respondents. The click-through rate is second, followed by the open-to-click ratio, specific link clicked, delivery rate, conversion rate, unsubscribe rate, track campaign source, drill down into segments and positive vs. negative clicks, in that order.After gleaning e-mail analytics data, 74.03 percent of marketers share this information with executives, while 61.33 percent share it with corporate marketing, 42.54 percent share it with advertising, marketing or PR agency, 30.94 percent share it with direct sales and 23.76 percent share it with e-commerce.Google Analytics was the most popular tool for tracking campaigns for both site conversions and e-commerce conversions.For site conversions, 60.49 percent of respondents said they used Google Analytics, followed by 20.99 percent who said they used an e-mail platform, 12.35 percent who said they used Omniture, 11.11 percent who used Web Trends and 3.70 percent who said they used Coremetrics.For e-commerce conversions, 39.29 percent of respondents used Google Analytics, 30.36 percent used Omniture, 17.86 percent used an e-mail platform, 10.71 percent used an e-commerce provider, 10.71 percent used Coremetrics, 5.36 percent used Web Trends and 3.57 percent used in-house tools.Courtesy of DM Confidential editor – Express your opinion, comment below.

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