The Trend Junkie

State of Email Metrics Survey Results

This past week, my colleague, and as tough as it right now, fellow Ravens fan, Simms Jenkins from Bright Wave Marketing, and producers of the excellent site Email Stat Center, recently posted the results of their first annual “State of Email Metrics” survey results.

Some highlights from the results:

Frequent Measurement is Integral to Success:
Over 95% of the individuals surveyed said that they did measure the results of their email campaigns. When asked how often they measured results, 57% of respondents indicated that they measure results 24-48 hours after deployment. However, only 18% indicated that they measured results on an annual basis.

Click Through and Deliverability Rank Tops with Professionals:
Professionals ranked click through rate and deliverability as the most important metrics to track. Metrics surrounding total subscribers and forwards were among the lowest ranked metrics in terms of importance.

Metrics Not Widely Used for Budgeting:
Only 50% of the email professionals surveyed reported that they use metrics for budgeting and forecasting purposes while 35% of professionals cited that they do not use metrics for budgeting. The remaining 15% were unsure.

Looking at the bigger picture, survey respondents cited list development and time constraints as the biggest challenges they face and email strategy and measurement as areas for near term focus. The survey also addresses the current quality of email metrics, the top sources for email metrics and the need for the standardization of metrics across the industry.

You can download the results and findings of the survey right here.

Even with email being one of the top drivers of ROI for marketers for as long as it has, there is still a need for more standardization around metrics and measurement. This is something our industry is working towards, and is something that needs continuous refinement based on a changing landscape. Its nothing we can establish, define and put on the shelf.

This is a great report and very helpful findings for the industry. Whats important is that over half of the respondents were from the client site, and the rest were from the agency /vendor (ESP) side, so there is a nice balance of perspective. Great job to Simms and his team.

Download the complete report here.

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Tags: email, emailmarketing, metrics, marketing, web20, technology, loyalty, retention, onlineadvertising

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