Poll: Email marketing rated highly in UK

Email marketing return on investment is viewed as being good or excellent by almost eight in ten British marketers, according to the latest Econsultancy report.

The survey for the Email Census 2009 saw more than 1,000 UK marketers polled to determine their views on email marketing and how they could improve their strategies.

Less than one-fifth of respondents said that they knew how non-delivery of emails affected their budgets, while 42 per cent admitted to not knowing their exact return on investment from email marketing.

"There are still problems for many organisations at a strategic level," commented Linus Gregoriadis, research director at Econsultancy.

"A well thought-out email strategy has to be the starting point for email marketing success."

Rebecca Lieb of Econsultancy recently suggested that email marketers need to do more to engage their subscribers as a growing number of web users now utilise social networks and mobile phones as their main method of communication rather than traditional email.

Written by Greig Daines