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Reports of Direct Marketing Association (DMA), states that, UK’s internet/ email marketers are failing to utilize the necessary tools required to measure the quantity of sales generated by their email marketing campaign. The reports by DMA Email Marketing Council’s fourth annual National Client Email Report, states that just 46 % of the email marketers are aware and keep record of customer’s journey from opening the email till the purchase is made and sale is closed. Rest 54 per cent of the client email marketers doesn’t seem to keep a track of their sales made through this email marketing process.
While numerous software are being generated in the market to help the email marketers track their emails in terms of sent mail or bounced mail, still the e marketers are facing real difficulties to measure the sales volume in terms of email marketing campaign. Reports also stated that emails that had meaningful texts and valued contents are more read and converted into sale than other promotional mails that are sent by the e marketers just as an endorsement.
Some of the email marketers are just ignorant of the tools that are present in the market to track the process throughout the journey from opening the emails till the purchase made. Though many email marketers are taking steps to make their email marketing campaign a success, which is determined by the survey made, where most of the email marketers stated that email marketing has helped them a lot to increase their business, still some of them have the view that net profit or sales made by email marketing is simply impossible to calculate.
Survey results state that, 90 per cent of the email marketers and web based companies think that email marketing campaigns has helped them a lot and they are definitely planning to invest more in this field. Though there are challenges faced by the email marketers to calculate the profit made through this medium, but proper knowledge and correct study of the software available in the market would definitely help them to grow their business as per requisite.
According to the survey result most of the big companies are relying on email marketing as a useful tool for marketing purposes and they are expecting to increase their internet/ email marketing budget over the next year. Most of them are planning to curtail the budget spent on direct mails and utilise it for email marketing.
