News & Events

Survey finds marketers not using email effectively

Date posted:

30th April 2008

Email marketing may not yet be effective, a new survey has shown.

A survey by marketing platform provider Alterian has revealed that only five per cent of marketers would qualify as expert users of email as a marketing tool.

None of the 700 companies surveyed were found to be pushing email marketing to "new realms of effectiveness".

Most respondents were placed in the intermediate user group, meaning that, although they are using email as a marketing tool, there is room for improvement in how it relates to customers.

In another survey by the same company, 81 percent of participants said that they plan to increase marketing spend on email in the next 12 months.

David Fowler, Alterian vice president of deliverability and privacy, said that direct email marketing can be difficult, but it is important that companies carry it out effectively.

"Marketers are on a digital journey, striving to become more sophisticated, advanced users. Marketers need to become analytically led, increasing the relevancy of their emails. By utilising an integrated platform, marketers can sustain this boost in deliverability long-term," he said.

Alterian was founded in 1997 and has worked with clients including Princess Cruises, Dell and Vodafone.

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