Email marketing levels ‘not as good as they could be’
Around 60 per cent of British marketers run only "basic" or "intermediate" email marketing campaigns, new research has revealed.
According to Alterian, just five per cent of the total can be classified as "expert" in using email to drive sales - with the remaining 32 per cent classified as "advanced".
The results were derived through marketers being asked ten multiple-choice questions and the level of marketing was determined by the responses to each one.
Alterian’s chief executive officer David Eldridge said: "With this assessment, we hope that participants will gain a new level of insight into their current level of e-mail marketing proficiency.
"We [can] provide participants with tips on how they can use Alterian applications…to grow from the Basic User group to the Expert and Pacesetter levels."
The comparative sophistication of over 700 marketers, agencies and services providers were measured by Alterian over the course of its research.
