eec's Value of an Email Address Survey Report
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Marketers don't utilize many available email file growth techniques nor do they know enough about measuring the quality and engagement levels of their file, according to a survey of 377 email marketers conducted at the end of last year. Although marketers are ROI and data-driven in order to prove value to the C-suite, fewer than half of those surveyed determine the value of a subscriber and use that metric as part of their email ROI analysis and acquisition optimization efforts. Not surprisingly, marketers with larger files are more likely to have ROI metrics in place.
The challenge is two-fold: Marketers struggle with the starting point – what data is needed to begin to understand the value of an email record. Even when a methodology is in place, many marketers do not have an easy time gathering the specific data required. One of the ongoing projects of the eec List Growth & Engagement Roundtable is to investigate various methodologies being used, and develop standards around them.
Most marketers in our survey are only doing organic website capture to build their file and despite the proven success of other list growth strategies, most do not take advantage of them. B2C marketers in our survey are slightly more aggressive in trying other tactics than B2B marketers. There is a clear opportunity for higher list growth across the board.
If email marketers could show with some confidence the value of new subscribers – and the value of active vs. inactive subscribers – they would be able to make a case for resources and strategic approaches that create worthwhile subscriber experiences and drive new revenue. Standards around email list valuation are a priority for the industry (and this eec Roundtable) in 2007.
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