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Conversion rates 'a concern for email marketers'
Marketing News |
22/05/2012
Conversion rates have become the most pressing concern for the UK email marketing sector, it has been reported.
Research conducted by the Direct Marketing Association (DMA) found that 48 per cent of email marketers see this issue as their overriding priority.
Next most important are click rates (43 per cent) and deliverability (39 per cent), according to the study.
However, issues related to deliverability and click rates fell by a third compared with the results of the 2010 report.
For example, fears about return on investment from email campaigns fell from 61 per cent last year to 31 per cent in the latest research.
The biggest barrier to success is seen as being internal resources, with 38 per cent of consumers raising concerns.
Some 74 per cent of firms said they manage email marketing in-house, meaning many companies are facing funding and manpower issues.
Dela Quist, chair of the DMA Email Marketing Council’s Email Benchmarking Hub, said there has been "a marked shift in priorities" from deliverability and click rates to conversion rates.
"Since 2010 concerns about click rates and deliverability dropped by over a third, meaning conversion and the revenue that results from it is now the most pressing priority, particularly for business-to-consumer businesses," she stated.
"That suggests marketers are coming round to what we’ve been saying for some time now, that the end result is where we need to be focusing our attention and our resources if email marketing is to continue maturing."
Ms Quist added that the services gap is another area which has been highlighted by the DMA survey.
"Organisations are increasingly finding that while they would like to expand their email operations, they often don’t have the resources to make it happen," she stated.
Posted by Stephen Wilkinson
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