Businesses are being urged to reassess their email marketing systems, after it was revealed they are losing millions in lost sales as a result of non-delivery.
A report by e-consultancy Adestra found that just over half of email marketers surveyed said their businesses had experienced problems reaching recipients’ inboxes within the last 12 months – but just 40% said email deliverability is a priority area.
Just 20% of the survey’s respondents knew what percentage of their marketing budget was lost through non-delivery, while those who did know estimated that around 11% of email budget is lost through non-delivery.
The company said that email marketing generated around £5bn worth of online sales last year – with over half a billion in revenue lost due to poor deliverability.
The report also found that just 57% of businesses carry out regular list cleansing – a major contributing factor to problems with email marketing effectiveness and deliverability.
Paul Crabtree, Adestra’s marketing director, said that by fixing deliverability, UK email marketers could boost their sales revenue by over £550m.
Online consultancy business E-consultancy’s head of research, Linus Gregoriadis, added: “Too many organisations are still failing to carry out essential email practices such as list cleansing and basic segmentation of their email databases.
“The issue of deliverability continues to be a stumbling block for many companies. Research shows that more than half of organisations surveyed have experienced problems reaching the inbox, and yet only 40% say that deliverability is a priority area.”
© Crimson Business Ltd. 2008