The medium has obvious advantages- immediate,
The medium has
obvious advantages- immediate, cost effective, real-time tracking and quick feedback loops for testing. The benefits are well documented, but this only tells half the story. UK email practitioners are facing difficult challenges when trying to manage an email program.
Adestra have conducted a survey of 65 UK based email practitioners to discover what the main challenges are that are facing them today. The results make interesting reading, with participants readily recognising that they could improve their email program.
In this article we provide a detailed summary of the main findings and Adestra?s suggestions of how you can address them.
We also look to the US. A more advanced email market than the UK, a recent Marketing Sherpa study has provided insight into the challenges
facing US marketers. Despite a more advanced email market, the
challenges described are similar to those facing UK experiences showing
that all email practitioners across the globe are facing similar
challenges
Survey reveals challenges facing UK email marketing practitioners
Published in June 2005 as part of the preparation for the Adestra email marketing clinc at the Online Marketing Show, Adestra have just conducted a survey of UK marketers to understand
their
challenges:
Methodology of the email marketing survey
The survey canvassed 65 UK based marketers to investigate what they
believe are the main challenges facing them within their email
marketing.
Both B2B and B2C companies participated including companies such as
Ford Motor Company, Coors Brewers, Prudential, Investec Asset
Management, RAC, Future Publishing Ltd, Cotton Traders and Reed
Business Information.
Findings of the email marketing survey
34% of B2B
and
29% of B2C
marketers in the sample agree that the growing, cleaning and management
of their email contact database is the aspect of their email marketing
program that they could improve most
When considering what ?hot topics? marketers wanted to learn
more about to improve their email marketing, both B2B and B2C marketers
voted for the same aspects:
Deliverability
: ensuring messages get to inboxes
Message design
: optimised design and lay-out of messages
The future for email
: new emerging technologies within email marketing e.g.
atlanta website design