Companies that have launched email marketing strategies often neglect to look into whether they keep delivering good results, a new study has found.
According to research by Econsultancy, more than two-thirds of businesses do not test their email marketing campaigns on a regular basis.
This means many could be failing to make the most of the opportunities offered by this medium to generate additional revenue and attract new customers.
However, the Econsultancy study did reveal most firms that use email marketing are satisfied with how their promotional campaigns are going.
Figures showed that nearly three-quarters of respondents believe emails offer either a "good" or an "excellent" return on investment.
Econsultancy added that more than one-third of businesses have not worked out how to engage with mobile users via email.
This could be an option worth exploiting, as the International Data Corporation recently revealed the smartphone market around the world enjoyed year-on-year growth of more than 54 per cent in the final quarter of 2011.
Posted by Paul Newton