â–¶ E-mail Marketers Missing Measurement Opportunities: According to the ERoi study of the trends and use of e-mail analytics, marketers “are taking an extremely careless approach to e-mail marketing” based on the finding that 18% of those surveyed do not track e-mail campaign results. Among the additional findings:
Reasons given for not tracking normal site conversions:
• 43% don’t know how
• 5% don’t have the budget
• 14% don’t have the time
• 38% cited other reasons
The departments with which marketers share e-mail analytics:
• Executives: 74%
• Corporate marketing: 61%
• Advertising/PR: 43%
• Direct sales: 31%
• E-Commerce: 24%
Source: ERoi