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Hold email marketers accountable

January 28, 2005

With email marketing increasingly less effective, it’s important for law firms to hold their email marketers accountable. This is especially true with news that email marketers are not doing proper testing or segmenting.

MarketingVOX News reports this morning:

Jupiter Research found that that email marketers tend to be poor at capturing key performance statistics that would allow them to optimize campaign efficiencies, according to an Internet Retailer account. Only 40 percent of marketers regularly test email effectiveness, and most fail to employ segmentation or personalization. Less than a third employ clickthrough data to determine which recipients might be interested in which sorts of products.

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