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Marketing industry census reveals virtually everyone ignores ‘Priority inbox’

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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.”

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