Many online marketers admit more research is needed for better results
San Francisco, CA -- (SBWIRE) -- 10/15/2012 -- Over half of email marketers recognize and admit that they are essentially flying blind when it comes to customer segmentation, according to a study conducted by Return Path, an email intelligence provider.
There is a lack of necessary data to commit to competitive strategies in the field, says George Bilbrey, President of Return Path. “[About] one in five emails doesn't make it into the inbox, and emailers don't know which ones,” he says. “In addition, email teams are often understaffed and don't have the ability to analyze best practices being used by their competitors.”
The Relevancy Group surveyed more than 300 marketing executives, finding 40% had a lack of analytic data to determine the inbox placement rates. Two thirds admitted that access to the data is difficult for the organization, while another third stated they are not sure how to access the data to perform campaign evaluations.
Google, Comcast, and Yahoo often provide inaccurate reporting, adding another layer of difficulty for marketers. “Things are changing at mailbox providers. Some are filtering emails at the individual user level,” Bilbrey points out. “Say two people are receiving the same newsletter and one always opens it and the other rarely does. The latter person's email might now show up in the junk mail folder and the sender has no way of knowing it.”
Competitive intelligence gathering remains unsophisticated, when available at all. One quarter of emailers responding to the survey note that doing competitive research can add gains to the revenue. Less than a quarter analyze rivals’ activities regularly.
“The effort involved in performing competitive intelligence is onerous,” Bilbrey says. “You can sign up for other guy's emails and you can even buy and see what happens then, but there are so many different behaviors on the part of customers and reactions on the part of emailers that it's difficult to do effectively.”
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