Email is the marketing channel of choice for many marketers. No other channel is as measureable or trackable for both B2C and B2B environments. But how have things changed over the last five years and what are the things to look out for in 2011?
Now in its fifth year, the Adestra and Econsultancy Email Marketing Census is the UK’s largest email marketing survey. The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels. It’s unique in that we have been able to track how email marketing has changed over the last five years, and get a flavour for where it is going.
So, five years on what has changed? Here’s an analysis of some of the responses to the census.
Thankfully marketing has moved on a pace somewhat since the days of transactional marketing philosophies and product based orientations. No longer are customers inundated with statements such as; ‘our products the best – so just buy it’, evoking non-customer centric communication strategies that unsuccessfully fend off the competition. With this in mind, marketers now spend large amounts of time communicating with their customers, building long lasting relationships to increase brand appeal, retention and ultimately, sales.
The significance of this activity puts pressure on marketers to deliver those results, especially where fast-moving email marketing is concerned. This begs the question, how do we measure our success? Thankfully MessageFocus is here to help. Our email service platform enables marketers to measure the value of their email campaigns in detail with advanced options for analysing the value of data and template composition.
Fundamentally, MessageFocus is designed to offer not only launch facilities, but the ability to measure the success of these launches. Statistical information is made available through the reporting functionality which enables a vast insight into a campaign’s performance and brings the process of monitoring email marketing activity to the forefront of the user’s MessageFocus experience. This framework offers marketers a wealth of reporting features that help them assess significant campaign KPI’s such as the ‘cleanliness’ of data as well as the value of their HTML design with the observation of the ‘heatmap’ feature.
Like many other forms of marketing communication, email marketing often strives to establish or build a relationship with an audience and the functionality of MessageFocus offers the ability to evaluate these levels of engagement. With organisations grappling for share and voice in today’s markets, the importance of maximising the success of marketing communications has never been more paramount. The features in MessageFocus make accessing and analysing your campaign reporting effortless, providing routes to realising the successes and possible improvements to your email marketing contribution.
Client Services Executive
Watch this insightful presentation from Publishing Expo 2011 on how to measure return on social media investment. In this presentation, Parry Malm Group Account Director at Adestra, talks about how you may have 250,000 followers on Twitter, but how much is that actually worth? The money is in your list – and if you aren’t effectively capturing new data via your social media efforts, then your marketing ecosystem is suffering. In this session you will learn a ‘warts-and-all’ approach to seamlessly integrating your social media marketing with innovative list building techniques… and learn how to measure your RoSMI.
Press play to click through the presentation slide by slide or run through the whole presentation by pressing “More” and selecting “Autoplay”.