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Web analytics 'among the priorities' for email marketers
07/03/2011
A new study has shown that web analytics is one area of interest among email marketers in 2011.
New research has been published revealing that while more email marketers are engaging with web analytics and other measurement tools, there is still a significant number that wish to do so.
Econsultancy carried out its fifth annual Email Marketing Census with Adestra, which found that there are a number of areas that professionals in the sector need to address.
Among them is web analytics and measurement, with 22 per cent of respondents stating that this will be a "key area of focus" over the coming 12 months.
Meanwhile, the researchers also found that since the first email census in 2007, the number of marketers engaging with web analytics tools has risen by 22 per cent.
However, the organisation noted that more needs to be done in terms of improving the deliverability and relevancy of email marketing communications, commenting that many in the industry are failing to follow basic procedures.
Steve Denner, director at Adestra, stated: "Get the fundamentals right, use the available technology and best practice advice and there's no reason why email can't evolve again over the next five years into an even better communication and customer engagement channel."
Posted by Daniel Wiseman
Econsultancy carried out its fifth annual Email Marketing Census with Adestra, which found that there are a number of areas that professionals in the sector need to address.
Among them is web analytics and measurement, with 22 per cent of respondents stating that this will be a "key area of focus" over the coming 12 months.
Meanwhile, the researchers also found that since the first email census in 2007, the number of marketers engaging with web analytics tools has risen by 22 per cent.
However, the organisation noted that more needs to be done in terms of improving the deliverability and relevancy of email marketing communications, commenting that many in the industry are failing to follow basic procedures.
Steve Denner, director at Adestra, stated: "Get the fundamentals right, use the available technology and best practice advice and there's no reason why email can't evolve again over the next five years into an even better communication and customer engagement channel."
Posted by Daniel Wiseman