Marketers are losing out on an estimated £550 million worth of sales because millions of emails are still not being delivered, a new study reveals.
The E-consultancy/Adestra Email Marketing Industry Census found that 51 per cent of email marketers have experienced problems in reaching recipients’ inboxes in the last 12 months, with around 14 per cent of budgets being wasted.
In addition to this, only 57 per cent of marketers carry out regular list cleansing, the study found.
Only 40 per cent of email marketers thought that email deliverability was a priority area, despite email marketing generating more than £5 billion worth of online sales last year.
The study suggested that sales revenues can be boosted by at least 11 per cent if email deliverability shortcomings are addressed.
Linus Gregoriadis, head of research at E-consultancy, said: “Too many organisations are still failing to carry out essential email practices such as list cleansing and basic segmentation of their email databases.”