Nearly 60% of online marketers have conceded that improving their email marketing campaigns is a bigger priority than building social media communities, according to a study.
Emailvision surveyed 560 marketers and found 58% claimed better email personalisation was their biggest priority for 2012.‘Increasing the numbers of subscribers’ followed closely as their second priority, followed by ‘increasing the number of email campaigns carried out.’
Increasing social media communities only ranked fourth, with just 22% saying that was their primary focus for 2012, said the report.
Additionally, over 60% of respondents said a high click-through rate represents a successful email campaign, with a further 20% being happy with a high open rate. Increasing the number of email subscribers was cited as the biggest challenge.
Last week, a study by the DMA claimed that email marketers have put concerns over deliverability and click rates to one side, to concentrate on converting sales.
The DMA Email Marketing Council’s fifth annual National Client Email Report, sponsored by Alchemy Worx, showed 48% of email marketers put conversion rates as their biggest concern, followed by click rates (43%) and deliverability (39%). The report’s authors claim this is a sign that the industry is maturing.
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