E-Mail Marketers Miss ROI

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

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