Better ROI for tested emails

An interesting article at Marketing Vox on email best practices and how companies run away from them. A lot of companies are, for the moment, shooting in the dark. The Email Marketing Industry Census 2012, newly-released by eConsultancy and Adestra, clearly establishes that companies across America and Europe know the importance of targeting emails…and yet many don’t make the effort.

Testing and subsequent results in terms of ROI from emails is a clear enough reason for investing time in such best practices. The same article said that 81% of companies who do regular testing for email marketing say their ROI from email is "excellent" or "good", compared to 72% for those who do "occasional" testing, 65% for those who do "infrequent" testing and only 37% for those who "don't test".

One of the issues they say was a hindrance and is on its way down is better technological tools to achieving better targeting. For example, ExactTarget has introduced a new data segmentation application called Audience Builder.  It has a drag-and-drop interface that consolidates and segments data to create targeted audiences. Read more here…