E-Mail Marketing Sophistication Follows Bell Curve

The majority of e-mail marketers are neither neophytes nor whiz kids, according to a survey from marketing platform provider Alterian.

Among 700 marketers, agencies and marketing service providers taking an online quiz, only 5% qualified as expert users. The majority, 59%, fell within the “intermediate category” – those with a fair amount of sophistication, but who still have room to increase their ROI and improve the customer experience.

Four percent have yet to break out of the ranks of “basic user,” according to the Chicago-based marketing platform provider.

A separate study from Alterian indicated that 81% of the marketing community anticipates increasing its spending on e-mail efforts during the next 12 months.