EmailStatCenter.com has released results from its “First Annual State of Email Metrics” survey; sponsored by Campaigner, the study measures interactive marketing professionals’ views on email-marketing metrics and the challenges and focus areas for 2008.
Click-through and deliverability metrics rank tops with email professionals:
“While click-throughs and deliverability are essential metrics, it was surprising to find metrics which tie directly to financial return such as ROI, conversion and revenue lower in the rankings,” said Simms Jenkins, founder of EmailStatCenter.com and parent company BrightWave Marketing.
“Marketers are missing an opportunity to use metrics in order to gain the executive support needed to grow their programs. This speaks to the continued need for measuring the impact of email on the complete customer experience.”
Among other highlights of the survey (pdf):
Survey respondents also cited list development and time constraints as the biggest challenges they face, and email strategy and measurement as areas for near term focus:
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