If you’re an e-mail marketer who is finding the same old concerns popping up again and again, don’t worry, because you are not alone.
Consumers receiving e-mail campaigns have always presented big question marks for e-mail marketers. According to a recent survey conducted by JupiterResearch and commissioned by Silverpop, 34% of e-mail marketers indicate that their biggest challenge is consumer data.
The second biggest challenge they face is the analysis of the results of their campaigns, with 32% of the 422 respondents indicating so.
In essence, marketers are struggling to fully understand the consumers they are trying to aim their campaigns at, and they are in need of help in the forms of better tools for analysis.
Elaine O’Gorman, vice president of strategy for Silverpop said that “The ability to analyze consumer data in meaningful ways is more important than ever for marketers.”
She added that “Driving Web site traffic, personalizing content and improving ROI can’t happen without sufficient levels of consumer data and sophisticated analysis of that data.”
Marketers looking for help from an e-mail service provider like Silverpop may not know enough about their consumers, but they do know what kind of help they want in reaching them.
About 40% of e-mail marketers sending out at least 50,000 e-mails a month are looking for customized reporting capabilities, while 38% desired the power to program reoccurring campaigns, and another 35% said that campaign triggering abilities were important.
Sources:
http://www.emarketer.com/Article.aspx?1004354&src=
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http://home.businesswire.com/portal/
site/google/index.jsp?ndmViewId=news_view&newsId=
20061206005102&newsLang=en
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