Email Marketing ROI

Do you know your email marketing ROI?

The recent eConsultancy Email Marketing Census surveys over 500 UK based email marketers into their email marketing. The largest ever census undertaken, it discovered that 47% of marketers cannot measure their ROI on email marketing. In the same census, 64% of marketers are spending more than £5,000 per year on email marketing and over 80% believe they are not using email marketing as efficiently as they could.

In short, many marketers know they could do better, but have no easy way to measure the impact of their efforts to improve it. When asked what barriers faced them, the top 3 that were suggested were the lack of skills, budget and strategy.

To learn what to improve, to build a business case for investment and to devise a strategy, you need to measure your email marketing.

40% believe that a lack of budget is to blame and I have never met a Financial Controller willing to release additional funds without a robust forecast of what return to expect.

All marketers have a duty to ensure their messages are as relevant and effective as possible. Without measuring ROI, it is very difficult to build a business case that justifies additional investment. Without an idea of return, your business case for investing in technology that supports techniques such as segmentation and personalisation, is severly weakened.

There are many challenges to be accurate with your measurement- individuals receive multiple campaigns, they respond in different ways and often internal databases mean accurate labelling of orders is almost impossible. However, this is not an excuse not to do it!

A QUICK FIX

Organise integration with your web site

Most marketers believe that tracking ROI is a complicated job. It doesn’t have to be. Many ESPs are able to simply integrate with your web site to allow you to track all web site orders that came from your email marketing.

Adestra’s conversion tracking tool is very flexible allowing you to use page tagging to track the key pages on your web site. You can track your sales funnel and see who clicks from your email, starts your purchase cycle, abandons it or completes it. Not only does this allow you to measure the ROI, but it allows ‘remarketing’ by marketing specific messages to those who abandon your purchase process.

With some small integration, you can automatically record basket values, product names, discount codes and more for even more information as well as ROI calculations

The key to improving ROI, is to measure it. If over 80% know they can improve it, hopefully, their first steps should be integrating your web site with your email marketing broadcast tool.

About the eConsultancy whitepaper

Adestra and e-consultancy have teamed up to produce one of the largest and most definitive email marketing industry status reports to date:

Email Marketing Industry Census

• Read eConsultancy’s key recommendations and get the most out of your email marketing over the coming year
• Discover how email marketing departments are structured and learn the impact of using email marketing agencies on your ROI
• Benchmark your online marketing budget allocation and likely returns
• Discover real ROI gains that email marketers achieve through deliverability, integration and training

To get your free whitepaper, please contact us