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38% of brands cite internal resource as biggest barrier to email marketing success

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By The Drum Team, Editorial

May 18, 2012 | 2 min read

Internal resource is the biggest barrier to email marketing success for a brand, 38% of those questioned by the Direct Marketing Association said, with budget being named by 26%.

The research for the DMA Email Marketing Council’s fifth annual National Client Email Report sponsored by Alchemy Worx found that 74% manage their email marketing programme in-house.

Conversion rates are the biggest concern for email marketers, at 48%, followed by click rates (43%), deliverability (39%) and ROI (31%).

Dela Quist, chair of the DMA Email Marketing Council’s email benchmarking hub and chief executive at Alchemy Worx, said: “There are two areas in this survey which we found particularly interesting.

“The first was the marked shift in priorities from deliverability and click rates to conversion rates. Since 2010 concerns about click rates and deliverability dropped by over a third, meaning conversion – and the revenue that results from it – is now the most pressing priority, particularly for B2C businesses. That suggests marketers are coming round to what we’ve been saying for some time now – that the end result is where we need to be focusing our attention and our resources if email marketing is to continue maturing.

“The services gap is another area which has been highlighted by this survey. Organisations are increasingly finding that while they would like to expand their email operations, they often don’t have the resources to make it happen. For instance, email volumes increase considerably over the Christmas period – but how do organisations resource for that? The 2011 results show that increasingly, organisations are beginning to plug the resource gap by outsourcing to specialist email marketing agencies.”

Email image via Shutterstock.

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