7129_31-33_160608.qxd 10/6/08 18:13 Page 77
in association with DIGITAL WORLD
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Figure 5: Email metrics being tracked Figure 6: Where increased budget will come from
From field marketing budget
3.8
Open rate 13.7
From door-to-door budget 0.2
Click-through rates 16.6 From outdoor budget
1
0
Response variations by list segments 3.3
From interactive TV budget
From TV, radio, cinema budget
3.8
Click to open ratio
4.5
From inserts budget
0.5
Unsubscribe rates 10 From print/press advertising budget 12
Bounce rates
10.6 From mobile/sms budget
1.4
From telemarketing budget 1.4
Delivery rates 11.1 24.5
24.5
From direct mail budget 11.8
Conversion rates 9
From new budget 26.2
Other
1.8
We do not expect our expenditure to increase 18.5
Don’t know 19.3
Other 2.1
Don’t know 17.1
0pc 5pc 10pc 15pc 20pc 25pc
0pc
10pc 20pc 30pc
Interpreting the findings
specific things to different groups, you can get a much better return
According to Andrew O’Shaughnessy, managing director of
out of it.
Newsweaver, one of the most interesting findings of the survey is the
“Now that email marketing is becoming more mainstream
fact that over half of the respondents are not using a tracking
rather than just peripheral, it will be tracked,” he continues. “In
facility. “That was a surprise to me,” he says. “It’s interesting to see
next year’s survey, I would expect to see more personalisation
that a high percentage of people who aren’t even tracking think
being used, a lower percentage not using some sort of dedicated
email marketing is important.
email marketing system and definitely more tracking. If we
“The key benefit that you get out of email marketing is that it’s a
had done this a year or two ago, we’d see that trend already
two-way process,” he says. “You’re giving information out to your
established.”
customer base or whoever you’re marketing to. But through the
MII chief executive Tom Trainor agrees it is vital that marketers
tracking, you’re learning a whole lot about their interests. In order to
work to segment their current data and implement personalisation
do that well, you have to segment your customers and send very
and dynamic content to increase the effectiveness of email market-
relevant information to them.
ing, as well as paying more attention to the metrics. “Email market-
“It’s an ongoing process; you have to be as relevant as possible
ing is now a core marketing activity, and professionals must educate
because of the volume of email that people receive. If you’re not per-
themselves on how to leverage it,” says.
sonalising in any way, ie if you’re just sending the same thing to
The full survey results, due to be published by the MII, will be
everybody, you can only be so relevant. But where you can send
available online at
www.mii.ie.
‘Email marketing is now a core marketing activity, and
professionals must educate themselves on how to leverage it’
We clicked straight away
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