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Email Marketing Study: Marketers Demand ROI - But Most Of Them Don't Know How To Measure It

By Matt McKenzie, Senior Editor

A new study from MarketingSherpa shows that B2B email marketing is often an exercise in contradictions. That's especially true for marketing organizations that increasingly demand hard ROI from their email campaigns – even though most of them aren't actually able to measure ROI.

MarketingSherpa surveyed more than 2,700 marketing organizations to compile its 2012 Email Marketing Benchmark Report. It found that 68% of the marketers polled say they do not have a method for quantifying their email marketing ROI.

"It's difficult to determine the financial contributions of an email marketing program to the C-suite unless you have a reliable method to quantify email's impact," wrote W. Jeffrey Rice, Senior Research Analyst for MarketingSherpa, in an article detailing the finding.

Email Marketing Study: Marketers Demand ROI - But Most Of Them Don't Know How To Measure It

By Matt McKenzie, Senior Editor

A new study from MarketingSherpa shows that B2B email marketing is often an exercise in contradictions. That's especially true for marketing organizations that increasingly demand hard ROI from their email campaigns – even though most of them aren't actually able to measure ROI.

MarketingSherpa surveyed more than 2,700 marketing organizations to compile its 2012 Email Marketing Benchmark Report. It found that 68% of the marketers polled say they do not have a method for quantifying their email marketing ROI.

"It's difficult to determine the financial contributions of an email marketing program to the C-suite unless you have a reliable method to quantify email's impact," wrote W. Jeffrey Rice, Senior Research Analyst for MarketingSherpa, in an article detailing the finding.

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