The findings come from the Econsultancy/Adestra Email Marketing Industry Census 2013, which looks at the amount and type of email marketing carried out by organisations, the way email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
Yet while 61% of those surveyed rate their email campaign performance as ‘poor’ or ‘average’, the possible reasons for this become clear from other responses to the study.
The rise of the smartphone, for instance, seems to have completely bypassed many marketers using email, with 71% of the study having only basic to non-existent email optimisation strategy for mobile devices. And only 22% regard optimising emails for mobile as one of their top priorities.
When it comes to strategy, 43% felt a lack of strategy was a significant problem, while 12% spent no time at all on strategy. Just 4% said their email performance was “excellent”.
The study, based on responses to more than 1,300 agency and client-side marketers, concludes that UK marketers “must do better”.
However, budgets show no sign of shrinking. According to the recent DMA Email Marketing Council’s 2013 National Client Email Report some 56% of marketers are “confident that expenditure on email marketing will increase this year”.
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