Tuesday 11 March 2008

Email non-delivering wasting companies' marketing budget

UK companies are missing out on hundreds of millions of pounds in lost sales due to unaddressed problems with email marketing campaigns.

According to the Adestra Email Marketing Industry Census 2008, 51 per cent of email marketers said that they had experienced problems within the last 12 months in reaching recipients' inboxes.

However, only 40 per cent said that email deliverability was a priority area, while just 20 per cent knew what percentage of their marketing budget had been lost through non-delivery.

The survey calculated that on average 11 per cent of the email budget was lost this way.

"Too many organisations are still failing to carry out essential email practices such as list cleansing and basic segmentation of their email databases," said Linus Gregoriadis, head of research from E-consultancy who conducted the poll.

Marketing director at Adestra Paul Crabtree, added that by fixing deliverability, UK email marketers could boost their sales revenue by at least 11 per cent, which "for UK businesses that equates to over £550 million".

Category: Email Marketing

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