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Five mistakes email marketers make...
In today’s increasingly competitive economic environment, the need to demonstrate ROI from marketing spend has never been as crucial. It is not surprising that given its high return on investment, the use of email marketing by Australian organisations is on the increase.
Over 838 billion email marketing messages...
Industry analyst house Forrester Research predicts that the volume of email marketing messages is expected to reach 838 billion in 2013 in the US. Locally, the Australian Communications and Media Authority have completed research that confirms that email is the most popular online activity by a significant margin.
Too much information...
With an ongoing increase in email marketing volume, consumers are overwhelmed with information. As a result, there is an inevitable decline in the effectiveness of email marketing. Unique open rates are declining, from 21% at the start of 2006, down to 15% in the year end 2008.
Your keys to success...
Marketers are finding that they have to provide increased value, think about relevance and pay more attention to their email programs to see a continued increase in its impact.
Despite its perceived simplicity, best practice email marketing is complex. It consists of many elements including the frequency of emails, audience segmentation, tailored content, etc.
Experian CheetahMail has conducted a survey across the market to provide a detailed research paper evaluating Australian organisations' current email marketing practices.
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