7129_31-33_160608.qxd 10/6/08 18:12 Page 75
in association with DIGITAL WORLD
<
welcome to the
metrics
‘It’s interesting to see that
A new email marketing survey
a high percentage of
indicates that while email is an
people who aren’t even
important part of the marketing
tracking think email mix, marketers still have a way
marketing is impor
’
tant
to go before using it to their
best advantage. Marketing Age
examines the results
he results of a recent survey carried out by The Marketing Institute
T
(MII) in association with Newsweaver suggest that email marketing
is considered by the vast majority of marketers to be an important
element of the marketing mix. It would seem, however, that the
majority of marketers are not making the most of the tools available — in
most cases they are either failing to track metrics to assess the success of
their campaigns, or are not segmenting and personalising to improve rele-
vance and effectiveness.
Figure 1: Importance of email Figure 2: Email marketing solution being used
2.8
Not important at all
6.8
Full service
(outsourced to an email service provider)
7.1

15.5
Neither important or unimportant
Advanced web-based solution
8.3
22.2
In-house solution 16
(software on your own servers)
42.3
Important Basic web-based solution 9
33.3
Normal email such as Outlook
(no special software or database)
50.3
39.5
Very important
37.6
Other 3.7
5pc 10pc 15pc 20pc 25pc 30pc 35pc 40pc 45pc
Don’t know 5.6

Consumer Business
0pc 20pc 40pc 60pc
May/June ‘08 Marketing Age 31
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