Email marketing effectiveness is eroding. Gone are the days when marketers could blanket-deliver mass emails to their list and expect a captive audience. However, open rates and other measures of effective engagement can still be optimized for this established marketing tactic and according to our research, marketers still believe email can pay off.
In the year ahead, 73% of marketing professionals plan to continue to invest in their email program to some extent. Another 12% see a potential benefit and report that they plan to start investing.
With our Email Marketing Effectiveness survey, we set out to discover: How are marketers increasing the effectiveness of their email programs in the year ahead?
1. Evaluate Your Priorities
Having a picture of what a successful email program would look like for your business is essential in executing strategic campaigns, measuring for success and optimizing based on results.
Marketers are generally concerned with their bottom line and are focused on sales-centric goals when implementing email marketing campaigns in the year ahead. According to our research, increasing sales revenue and increasing leads generated are top priorities for an email marketing strategy to achieve for 59% and 49% of marketers surveyed.
2. Create an Enjoyable and Personalized Experience
Time is precious and people want an exceptional experience when interacting with your brand. We all know how simple it is to click “delete” or even “unsubscribe” when feeling disconnected from a brand because their emails don’t apply to you.
Marketing professionals are increasingly aware that delivering relevant and engaging content is essential to email marketing success. By a wide margin, marketers report that enhancing the user experience through better content and more personalization is the best approach for improving the effectiveness of email programs.
3. Measure. Rinse. Repeat.
There are so many variables when it comes to email. Subject lines, layout, content, delivery time… the list goes on and on. The only way to optimize is to be aware of what is working , what isn’t and where where to focus your efforts for improvement and re-activation. But where do marketers begin with measuring the success of their email strategy?
Metrics that measure email engagement give a clear picture of the health of an email marketing program. That is why click-through rate (CTR) and open rate are reportedly most effective metrics for gauging strategy success according to 55% and 48% of marketers, respectively.
For the entire Email Marketing Effectiveness report, click here.
- Key Priorities
- Strategic Success
- Challenging Barriers
- Trends in Effectiveness
- Priorities Versus Barriers
- Tactics for Improvement
- Trends in Investment
- Metrics for Measurement
- Resource Allocation
Use it to gain insight on what other marketers are doing to better their email strategy, or clip the charts for your own content marketing!
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