Analytics ‘can quadruple email marketing revenues’ by Catherine Ferguson
Integrating web analytics with email marketing can result in a fourfold increase in revenues, according to a new report.
New research has suggested that installing web analytics for use with email marketing strategies can boost revenues fourfold compared with not doing so.
Nedstat commissioned Forrester Consulting to poll 159 email marketers in the UK, France and Germany and discovered that those using web analytics programs in their email campaigns were generating revenues up to four times higher than those who did not.
It also found that profits from such campaigns were 18 times higher than those from strategies that did not use web analytics to track and refine email operations.
Overall, those using web analytics reported a higher level of satisfaction with their email campaigns that those not doing so.
Ulrike Ziegler, Nedstat’s vice-president of marketing, explained: “Marketers understand the value of using behavioural data in email marketing, but few are comfortable with applying it in an effective way.”
Email marketing in general is accounting for a higher proportion of overall online spending in the UK year-on-year, according to Econsultancy.
The organisation’s Email Marketing Industry Census suggests that email represented 23 per cent of UK digital marketing budgets last year, compared with a figure of 19 per cent for 2007.