Ignorance, budget constraints among reasons why not
The proposition for e-mail marketing in the Web 2.0 world is simple—a low-cost medium with a good return on investment that can be easily tracked.
But for many e-mail marketers, tracking is proving tricky.
According to eROI, 18% of US e-mail marketers are not tracking the effectiveness of their campaigns.
Reasons for not tracking varied. Most marketers not tracking site conversions did not know how. Lack of time and budget were also concerns.
Similarly, the biggest reasons for not tracking e-commerce conversions were lack of knowledge and budget.