Earlier this week we blogged about ignoring segmentation when setting up a campaign, but that seems to be one symptom of a larger problem… According to an eROI study in eMarketer, 18% of US e-mail marketers aren’t tracking the campaign effectiveness – even though the data is available.
We all know that email is the most effective medium to measure interest, effectiveness and document ROI, so why would an eMarketer fly blind when the results are only a click away? According to the study, the varied reasons include not knowing how, lack of time/ budget.
This population isn’t even trying, they probably also wonder why they have no sales… so take advantage, use your reporting to improve your campaigns and strengthen your efforts. Capitalize on the circular nature of reporting, analyzing the numbers and then use these numbers for future segmentation efforts. By stepping up your game you could easily put their marketing to shame or take a way some of their customers – odds are they’ll never even notice.
