Email marketing may not be a new marketing tactic. In fact, the first email was sent in 1971, the first email marketing message was sent in 1978, and in 2018, an estimated 124.5 billion emails were sent.
Have, email marketing is one in your toolbox. But don't assume that what worked a few years ago will work today.
A new study that I did on, Email Marketing Survey Summary Report find that email marketing professionals are learning new techniques to improve their email marketing results.
The Email Marketing Survey Summary report provides insights on tough questions like:
- What are the main goals of an email strategy?
- How many companies are best in class?
- What are the most important challenges to success (know the challenges ahead of time to prepare how you will deal with your challenges)?
- How much does the budget change for email marketing? NOTE: this information will help you argue for extra budget.
- How do I prioritize goals over challenges as I build my email strategy?
- What are the most effective types of email?
- How does effectiveness vary for the types of email used?
- What is the most difficult type of email to implement?
- What combination of resources (in-house, outsourced experts) are other companies using?
Here are 4 key findings of our 2019 email marketing research that will give you insights into how to tweak your email marketing strategy and improve your results.
Research finding #1: Focus on increasing engagement
Increasing engagement and raising brand awareness are key goals for 67% and 59% of marketing influencers, respectively. Engagement is now a frequent topic of conversation as companies trying to increase email open and click rates are dwindling.
Increasing engagement and increasing brand awareness are key goals for 67% and 59% of marketing influencers, respectively. Click to post
Engagement continues to be a strategic goal for marketing professionals, whether it's email, social media, content marketing, customer experience, personalization, and so on.
Here's a strategy to help you increase engagement:
- Become focused on the needs of your target audience
- Create high-quality content that your audience cares about (research, tutorials, tools, etc.)
- Collect data about your audience (demographic, agile, behavioral)
- Organize your data so you have a one-time record of every individual in your database
- Use technology to help you effectively and efficiently run your marketing programs
Increasing engagement requires you to commit to investing time in strategizing and allocating financial resources (starting small) to execute your strategy.
Through years of trial and error, we've found that research is a great way to increase engagement with our audience. Everyone is interested in research because it helps them do their jobs better by giving them ideas on what to do based on results from their peers. Because research helps our audience, they interact with us by downloading reports, sharing research, commenting on research findings, asking questions, etc.
Do you have a similar strategy on how to increase engagement? Now is the time to map out your strategy and start engaging your audience!
Research Findings #2: Personalized Experiments, One Subject-Specific Emails
What are the most effective types of emails used for marketing purposes? The majority of marketing professionals believe that a combination of personalized messaging and single-subject/dedicated emails creates the most effective type of email used for marketing purposes. Meanwhile, only 17% consider plain text emails to be effective.
The majority of marketing professionals believe that personalized, one-topic/dedicated emails are the most effective type of email. Click to post
Do you see how important understanding your audience, great content, and data is to creating personalized messaging for email marketing? So, by creating a strategy to drive engagement, you'll also have the tools you need to deliver effective personalized email campaigns.
Research Finding #3: Efficiency is improving
The good news is that while email marketing has been around for a long time, marketing professionals are looking for ways to increase efficiency. While nearly two-thirds (64%) of marketing professionals say email effectiveness is improving moderately, only 21% think email effectiveness is falling to some extent.
Good news! 64% of marketing professionals say that the effectiveness of #email is improving moderately. Click to post a Tweet
Research Finding #4: Deployment Resources Used
While difficult email types (like artificial intelligence-driven personalized messaging) are driving demand for outsourced professionals, 39% of marketing professionals say they still only use internal resources. suite to implement the email types used.
Get more details about the study by downloading the full study, Email Marketing Survey Summary Report and put it to work in your own email marketing strategy.
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