Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI, with 8% of businesses achieving more than half of their sales through this channel.
The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which shows that despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI.
- But in spite of the strong potential for delivering a great return in investment, companies are spending too little time on optimisation of campaigns compared to design and content.
- Only 39% of in-house marketers rate the performance of their company’s campaigns as ‘excellent’ or ‘good’, while 15% admit their campaigns are ‘poor’.
- More than a quarter (27%) state that they spend no time at all internally on optimising their email campaigns, a figure that has increased from 21% in 2008.