Global survey finds more than 85% of online marketers believe they can do more with customer data
Global survey finds more than 85% of online marketers believe they can do more with customer data
A recent survey of more than 700 online marketing managers from around the world found 89.2% said email remains the same or more important to their overall marketing strategy versus two years ago.
Yet, more than 85% of marketers recognised they were not fully utilising the available customer data provided by their email-based campaigns, according to the research from software-as-a-service (SaaS) email, mobile and social marketing provider, Emailvision.
Despite the fact that an overwhelming 97% of survey responders believed that sending well-targeted, personalised emails was an important or very important factor in achieving the best response rates, only 20% of those questioned said they were personalising all of the emails they send.
Missing out on the detail
Only 55% of responders said they were satisfied with their ability to segment and target their customers by basic demographic data, purchase behaviour, relationship to the brand or response rates.
Tim Watson, an email marketing specialist and Direct Marketing Association (DMA) UK board member, said: “Emailvision’s research shows that most online marketing managers are not using the full range of available data to maximise the effectiveness of their messages.
“But the good news is that marketers clearly understand the importance of data in email marketing. With visibility and actionable data, marketers know they have a tremendous opportunity in 2012 to take their email marketing to the next level.”
Integrating customer intelligence
Nathalie Chaboche, Emailvision chief marketing officer, added: “In 2011 we integrated ‘customer intelligence’ into our email, mobile and social marketing solutions. We want to empower marketers with the ability to take control of their client data, rapidly discover ‘smart segments’ and quickly execute highly personalised, targeted campaigns that generate maximum return on investment.
“The survey data confirms that marketers are ready to stop sending ‘one size fits all’ campaigns to their entire customer base. They’re embracing a new type of targeted online marketing and one that we feel will bring them significant success.”
Emailvision conducted the research in November 2011, surveying 700 organisations from 10 countries, including the UK, US, France, Germany, Spain, Italy, Belgium, Netherlands, Scandinavia and Switzerland.
