Reporting and customer service key for email marketers

by Daniel Farey-Jones, Brand Republic 16-Nov-06, 07:00

LONDON - Marketers say the two most important factors when selecting an email service provider are campaign reporting and customer service, according to a new survey.

The DMA's Email Marketing Council said its first client survey shows marketers want to understand how customers interact with their email messages and that price is less important than customer service.

The 110 companies surveyed said their biggest concerns were conversion rates, followed by deliverability rates and click rates.

Email marketing budgets will increase, according to 78% of respondents; while 63% say the budgets for other channels will not be cut to fund any increase in email marketing.

Richard Gibson, chairman of the council's Benchmarking Hub, said: "The client email marketing survey is a new initiative by the Email Marketing Council and provides a useful insight into the demand side drivers and complements the National Email Benchmarking Report. As a result, it is likely to be run on an annual basis."

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