By Vlad andrianov, ADMA
The ADMA Email Expert Group has just reviewed the results of its poll that went out to 16 leading Australian companies. The poll’s results shed some light on current industry trends, as group members suggest.
Victor Leung from Veda thinks ROI and its allocation across media is key to a successful email marketing strategy.
“42% said they have a model that allocates across different media, which is positive. However 42% said first click wins and 6% said last click wins. If you are only using one channel then fair enough. If not, then are you devaluing other channels that you are using?”
“Only half of email marketers see the potential of email to drive sales”, points out Sly Yuen from Traction Digital. “This is reflected in the way they view the value of an email address – focusing on the cost of acquiring the email without thinking of the potential of revenue it can bring in. Perhaps by changing this mindset can we see an increase in the proportion email marketing can contribute to a marketing campaign?”
Kerr Maclean from Specialty Fashion Group thinks that the results “suggests that people will never reconcile what they are looking to achieve in their campaigns with what actually gets done – something that is effective to an organisation may not be engaging to consumers.”
Damon Robbins from Luxbet concludes that “email continues to prove itself as a channel with 42% of companies having a dedicated email marketing team and 43% of respondents spend in excess of 25% of their budget on email. I strongly believe that segmentation / personalisation is the key to CRM marketing.”
For a detailed report on the poll results and more insights from ADMA Experts, head to ADMA Knowledge Lab