The number of marketers who claim to have been fairly successful in enforcing automated email marketing programs has increased from 62% last year to 67% this year, according to the Econsultancy/Adestra email report.
Moreover, the number of businesses that claim to be able to send emails based on a customer’s preferences and activities throughout has almost doubled – from 8% to 15%. Nearly three-quarters (71%) of said companies report an ‘excellent’ or ‘good’ performance from the programs, compared to just 35% of those companies who claim they aren’t moving toward this yet.
On the other hand, personalization is something the majority of respondents (30%) said they need to focus on during 2017, more than automated campaigns (28%), which was the number one goal last year.
“Email continues to be one of the most effective marketing channels and it’s encouraging to see that marketers are looking beyond standalone campaigns by embracing marketing automation and personalization. However, this year’s Census shows that marketers need to adopt a more rigorous approach, keeping a sharp focus on both technology and strategy while never losing sight of the customer. The rewards are there for the taking, but reaping maximum value is dependent on two key success factors: investment that is proportional to any potential returns and a comprehensive strategy that focuses on continuous measurement, testing and optimization,” said Monica Savut, head of Research Services at Econsultancy.
Read more here: Breaking Down Email Marketing Staffing in Three P’s
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