E-mail Needs to be More Centralized

E-mail marketing needs to be centralized across all brand communications to increase consumer trust and avoid inbox saturation, according to a new report by Jupiter Research that was commissioned by e-mail marketing firm StrongMail.

The report, titled “The Maturation of E-mail: Controlling Messaging Chaos through Centralization” found that 93 percent of executives stated that their company has deployed some type of e-mail marketing and that permission e-mail marketing now accounts for 27 percent of the e-mail consumers receive in their primary personal inboxes, up from 16 percent in 2003.

The report found that almost an equal number of respondents to the survey cite multiple user support and enterprise coordination of e-mail mailings among the most important challenges they face when working with e-mail. Despite the fact that e-mail deliverability issues can be remedied through infrastructure such as regular mailing list hygiene practices, this must be executed across a business. Executives are challenged in optimization partly due to the lack of centralization and messaging coordination.

While executives are challenged with coordination, the report also found that 54 percent of respondents view e-mail as a central driver to increase sales and revenue. But marketers need to be relevant to keep this channel producing.

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