Der Wert von Segmentierung im Email Marketing

Fifty-five percent of 300 senior marketing executives fail to segment customers for their e-mail communications and use the same e-mail communication for their entire databases.

It's difficult to believe, but according to a recent study by Return Path (e-mail intelligence provider) and The Relevancy Group (data-driven marketing research group), only 23% of e-mail marketers analyse competitors' e-mail marketing campaign performance, despite research indicating a 25% uplift in revenue by doing so.

In today's data-fuelled marketing environment, it's even more surprising to learn that marketers were unaware of their inbox placement rate. By now, marketers understand the importance of e-mail in their overall marketing strategies. According to the MarketingSherpa 2012 Email Marketing Benchmark Report, 32% of marketers say segmenting their e-mail databases is one of their organisations' top objectives in the next 12 months. Furthermore, 52% of marketers say they have a great need to improve e-mail database segmentation...