Study finds e-mail marketers not so sophisticated

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Chicago—More than 60% of marketers operate at “basic” or “intermediate” e-mail marketing levels, according to a study by Alterian, an enterprise marketing company.

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.

—Carol Krol

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