Report: Using analytics can boost email marketing returns

A new report from Nedstat has suggested that integrating web analytics with email marketing campaigns can be beneficial in terms of increasing returns.

Compiled by Forrester Consulting, the research showed that email marketing revenues could be four times higher for firms making use of analytics compared with organisations that do not.

Furthermore, profits could also be increased 18-fold through the use of web analytics to track and refine email campaigns.

About 159 email marketers in the UK, France and Germany were surveyed as part of the research, with those using analytics found to be happier with their email marketing operations than those without such programs in place.

"Marketers understand the value of using behavioural data in email marketing, but few are comfortable with applying it in an effective way," stated Ulrike Ziegler, Nedstat's vice-president of marketing.

Email marketing accounted for 23 per cent of online budgets in 2008, up from 19 per cent in 2007, according to Econsultancy.

Written by Greig Daines