The Email Wars

In our last eROI study, Use of Analytics in Email Marketing Campaigns, we showed email marketers how important metrics are in making decisions and proving campaign ROI. One major opportunity to improve metrics and strengthen brand positioning with potential customers is to optimize email campaigns through consistent, careful testing.

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In this, our latest study, we reveal how 623 email marketers are currently using, or not using, testing to improve their email marketing efforts. On the heels of our last study, where we learned nearly one in five are not recording the metrics of their campaigns, it’s not too surprising that this study showed over 1/3 of marketers are not testing campaigns – but why aren’t they? And for those that are testing, what elements are being tested and what can we learn from them? With 73% of marketers planning to increase email as a priority in their future marketing plans, these are the important answers we set out to discover.

TO TEST, OR NOT TO TEST?

WHY YOU SHOULD AND WHY SOME DON’T

A 2006 MarketingSherpa article by Anne Holland proved, through survey results, that testing increases ROI. The responses show that “in every case more than 50% of marketers improved ROI (even if only moderately) by testing.”

The results of eROI’s email testing survey show that 37% of email marketers do not test their email campaigns. With what we know from the MarketingSherpa survey, this is essentially saying 37% of email marketers don’t care to improve the impact, and ultimately, revenue, of their email campaigns. We know that not a single good marketer would purposefully think like this, so we uncovered some of the main reasons for not testing.

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