Marketing industry census reveals virtually everyone ignores ‘Priority inbox’
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.”