At the recent Online marketing Show, Adestra ran an email clinic. Attendees spent time with an Adestra expert who provided feedback and useful advice about how they could improve their campaigns.
Main Lessons
Data, data and more data is the main factor holding back B2B and B2C email marketers
Many marketers are only capturing email address and failing to use follow-up communications to capture further information. From demographics to coherent reporting lines to feed back recipient behaviour, marketers' databases are limited to contain only the information from the first contact.
drowning in simple metrics such as clicks and opens, many marketers are unable to use the results of their campaigns in strategic decision making or for calculating return on investment (ROI). Many marketers are finding that their senior management perceive email as a cheap channel and not a traditional, measurable direct marketing channel. Only being able to provide limited reporting feeds this view.
many marketers do not use robust tracking systems, finding them technologically complicated. Costly web analytics packages are being deployed in some cases, but on the whole, many marketers are ignoring simple tactics such as duplicating a product marketing page and tracking orders through it.
Steve Denner, Director of Adestra commented "After a long day and many conversations with many email marketers, almost everyone I've met uses Email Marketing intelligently. However, it is really refreshing that these marketers recognise there are ways in which they can improve their marketing further and I'm glad that Adestra have been able to provide some practical and helpful advice to help them do this."
This confirms the empirical findings of a recent Adestra survey
Adestra have conducted a detailed survey of 65 UK based marketers to investigate what they believe are the main challenges facing them within their Email Marketing. Both B2B and B2C companies participated including companies such as Ford Motor Company, Coors Brewers, Prudential, Investec Asset management, RAC, Future Publishing Ltd, Cotton Traders and Reed Business Information.
Main Findings
- 34% of B2B and 29% of B2C marketers in the sample agree that the growing, cleaning, and management of their email contact database is the aspect of their Email Marketing program that they could improve most
- When considering what 'hot topics' marketers wanted to learn more about to improve their Email Marketing, both B2B and B2C marketers voted for the same aspects:
- Deliverability: ensuring messages get to inboxes
- Message design: optimised design and lay-out of messages
- The future for email: new emerging technologies within Email Marketing e.g. rich media
- B2B marketers want to learn more about best practice lead generation email programs whereas B2C marketers prefer to discover more about eZine newsletters.
- 4 out of 5 respondents in the sample plan to use Email Marketing more in 2006.
"Interestingly, both B2B and B2C marketers are facing similar challenges despite using
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