CMA | E-mail marketing not sophisticated despite popularity

Source: The CMA Weekly Watching Brief

A report released on Tuesday by Alterian finds that nearly two-thirds of marketers are only operating at a basic-to-immediate e-mail marketing level.

  • More specifically, 32% were found to be operating at an advanced user level, putting them in a position to expand e-mail beyond traditional marketing use and fully leverage the channel as a strategic business application.
  • Most participants (59%), fell into the intermediate user category; although their e-mail marketing programs are more advanced than most, these marketers can make many improvements to increase ROI and improve the customer experience.
  • Four percent have not surpassed the basic user level, where they have just begun experiencing the power of e-mail marketing.

On a side note – Dave Fowler (a good friend) joins Alterian as Vice President of Deliverability and Privacy. Congrats Dave!

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

Share This Post On

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.