Use Advanced Email Techniques or Fall Behind

According to Econsultancy’s Email Marketing Industry Census 2012 (here’s the 2013 report), only 31 percent of companies regularly test their email marketing campaigns.

Of those that do, 81 percent said their return on investment (ROI) was “excellent” or “good,” while just 37 percent of those that didn’t test felt the same way. What’s more, 95 percent of companies that partook in segmentation practices were more likely to rate their campaigns as excellent or good than those that didn’t.

“This year, delving deeper into the data, shows a direct result of using best practices is better ROI,” said Adestra managing director Henry Hyder-Smith. “So doing more segmentation, more testing and integrating email with CRM, web analytics and sales data, all show significant growth. Get the basics right, and you will sell more.”

Morgan Stewart of Trendline International added that he’s seeing an “erosion” of the middle class of email. Marketers who previously sent mediocre messages without utilizing advanced techniques could still get by, but today with tactics such as integration, personalization and segmentation, they’re likely to fall into the lower class if they don’t adapt.

“Put simply, those performing ‘batch and blast’ techniques are less likely to see ROI benefits,” explains Econsultancy research director, Linus Gregoriadis, as quoted by Equimedia.

Campaigner is a cloud-based service offered by j2 Global. To learn more about Campaigner and how it can help your business, visit Campaigner.

Email Mobile Trends
Use Advanced Email Techniques or Fall Behind
4.33 - 3 votes

About the Author

4 articles
About / Bio
Campaigner is an industry-leading email marketing service that makes it simple for small businesses and organizations new to email marketing to create sophisticated one-to-one email campaigns that result in profitable relationships with customers. Campaigner’s proven email marketing functionality includes list segmentation, personalized messaging, automation, and Salesforce integration. Campaigner improves email marketing ROI and performance by helping small businesses create and send professional e-newsletters, grow opt-in lists, and im prove permission-based marketing results.
Custom Photo 1
Hottest Articles
New Contributors
  • Todd Riddle
  • Brian
  • Joe Pulizzi
Recent Articles

You might also like...

Where Subscribers Read Email

Read More →