Alterian on Tuesday released the results of an online assessment it conducted to measure the level of sophistication of more than 700 marketers, agencies and marketing service providers’ e-mail campaigns. It included an in-depth look at how marketers personalize, automate, segment, track and report on e-mail campaigns.
Alterian ranked respondents in one of five categories: basic e-mail marketer, intermediate, advanced, expert and pacesetter. Only 5% qualified as an expert, and none achieved the level of pacesetter. Thirty-two percent were operating at an advanced user level, while most (59%) fell into the intermediate category. Four percent were at the basic user level.