The UK’s email marketing sector are failing to use the tools necessary to measure the volume of sales generated by email marketing, new research published by the Direct Marketing Association (DMA) has revealed.
According to the findings of the DMA Email Marketing Council’s fourth annual National Client Email Report just 46 per cent of client email marketers state that they track their customers’ journeys from opening emails to making purchases.
While this in part reflects the growing trend for ‘value’ or ‘content’-driven emails rather than direct promotions, as well as the recognition of the convoluted route many consumers take towards making a purchase, many organisations simply are not using the necessary tools for tracking a subscriber’s movement from an open through to a purchase.
Commenting on the findings, the report’s author Mark Brownlow says: “Considering the combined effect of these factors, one can be facetious and say that it’s actually impossible to estimate the revenue generated by email.”