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!