The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Marketing industry census reveals virtually everyone ignores ‘Priority inbox’

Author

By John Glenday, Reporter

March 7, 2012 | 1 min read

A survey of the marketing industry has discovered that a near unanimous 97% of companies completely ignore their ‘priority inbox’, bad news for email marketers who rely on the channel.

Compiled by Adestra/Econsultancy the annual survey confirms that email currently provides a high ROI for firms across the board but the reports authors argue that a tailored ‘best practice’ approach offers a clearer route ahead.

This includes adopting basic segmentation and testing of emails, as well as well integrated sales and conversion data.

Henry Hyder-Smith, Managing Director at Adestra, comments: “… more segmentation, more testing, and integrating email with CRM/web analytics/sales data, results in significant revenue growth. Get the basics right and you will sell more.”

Econsultancy Research Director, Linus Gregoriadis adds: “… we hope that this research prompts more companies to invest more effort in a marketing discipline which is often neglected, despite its effectiveness. Put simply, those simply performing ‘batch and blast’ techniques are less likely to see ROI benefits.”

Trending

Industry insights

View all
Add your own content +