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Monday, August 14, 2006

Cornucopia of Email Metrics (Part 1)

Email is widely used and loved for its wide range of metrics. Everyone loves stats - especially in the business and sports world. So consider yourself lucky... Take a gander at these newly released statistics:

- A recent WebTrends survey of online retailers revealed the following:
- They ranked email marketing as the most important demand-generation activity for holiday success, with Search Engine Marketing (SEM) and Search Engine Optimization (SEO) ranking second and third.
- Reflecting this importance, the biggest increases in marketing spending for the holidays will be in email marketing (52%), SEM (46%) and SEO (38%).
- Eighty percent of retailers use regular customer emails to build customer relationships
- 63% still evaluate campaigns using response metrics (clickthroughs) and activity-based metrics (page views, visits)
- However, 27% of respondents don't consistently measure demand generation activities

What surprises me is that only 63% use email metrics (what are you doing with all of that good info big retailers?) and a much smaller amount don't so it on a frequent basis. No surprise on email's importance, including on the budget side.

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