Email campaigns are not being tested for effectiveness as often as they should be, a new report reveals.

Research from Experian Marketing Services reveals that marketers are not devoting as much time as they should to analysing their email tactics, reports BtoB Online.

Digital analytics manager Tamara Gruzbarg, pointed out that marketing practitioners are not paying enough attention to testing and this could be harming their overall strategy.

She maintained that it is “critical” for marketers to understand that comprehensive planning is essential if there is to be any hope for success.

Ms Gruzbarg also noted that it is especially important for B2B marketers to pay attention to the “seasonality effect” and ensure that they increase the frequency of emails to clients at the particular time of year when they have more business.

A study by Habeas found that monthly emails and frequency options have a positive impact on a company’s reputation.

Related Topics: Email Marketing