Marketers yet to fully exploit benefits of email marketing

Many companies are still yet to exploit the full benefit of email marketing, especially when it comes to database segmentation and targeting, according to an industry expert.

A lot of marketing professionals find it difficult to match back their email database to their transaction or customer records, or simply have no way of correlating their offline results with their online data, said Matthew Finch, a member of the Internet Advertising Bureau (AIB).

This results in a one-size-fits-all standard email to their "database of one million anonymous recipients".

Open rates and click-through rates are standard terminology, but creative click and landing page tracking is often overlooked by clients and agencies.

"It is easy to set up individual tracking links for each section or offer in your email communication and reference these back to your email database," Mr Finch wrote.

He added: "With tracking in place I can immediately see that Mr Smith opened emailed promotion number four on June 17th at 6:30pm and clicked on the special offer for x."



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