October 5, 2015: Although email marketing is a popular strategy, a new Experian report indicates that marketers still struggle to reach their audience, as 73 percent of companies have faced email delivery issues over the past 12 months.
According to the data, poor delivery typically results in an inability to communicate with subscribers for 41 percent of respondents. Inadequate customer service (24 percent), regulatory hurdles (22 percent) and unnecessary costs (22 percent) were also consequences of poor email delivery.
Ninety-five percent of all companies attempt to track their email marketing campaigns. About 46 percent gauge their efforts based on leads or opportunities created from email. Forty-five percent do so by tracking revenue attributed to email marketing efforts.