Email, Digital Targeted Messaging & Interactive Marketing Musings, Thoughts & Links - Named A Top Email Marketing Blog by Email Marketing Reports

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.


Post a Comment

<< Home