E-mail marketing still apparently has a long way to go in terms of integration and analysis.
Sixty five percent of marketers surveyed said they don’t integrate e-mail with their other sales channels, according to a survey released last week by marketing software provider Alterian.
Most say the biggest obstacle to integration is the fact that online and offline marketing activities are managed by separate departments, the survey said.
Also, 70% of respondents said they apply basic or no analysis to any of their e-mail campaigns.
However, 81% of the 540 marketers in North America and the UK surveyed said they plan to boost their spending on e-mail this year compared to 51% who said they plan to increase their offline direct marketing spending in 2007, according to the survey.
Also, 94% of the respondents who said they will decrease offline marketing spending said they will increase online marketing spending in 2007, according to Alterian.
Meanwhile, 44% of the marketers surveyed said they manage their e-mail programs in-house, 29% said they outsource to e-mail service providers, 15% said they send the work to agencies and 11% said they use marketing service providers.
Seventy one percent of the marketers surveyed said they send fewer than 1 million e-mails per month.
