How does your email marketing stack up?

We asked, and you answered. From analytics to personalization, visitors participating in our Email Marketing Evaluation answered our most challenging questions when it came to the success and performance of their email marketing.

So what have we learned about our respondents? Here’s a recap:

• Metrics: 86% of respondents analyze multiple metrics for each campaign. Great News! Trending acquisition rate, click and open rates, deliverability, and complaint ratio ensures that you can easily measure how well your campaigns are or not performing, allowing for seamless optimization.
• Automation: Email marketers are quickly learning the importance of automation. 63% of our respondents are using some form of automation. Whether it’s basic event triggered campaigns or multiple automated and triggered emails, email marketers are learning the importance of using automation to make their campaigns more manageable as well as increase their ROI.
• More Than Acquisition: Email marketing uses are expanding. 75% of those who completed the evaluation are using email marketing for more than acquisition. They are also expanding their email marketing mix for branding, lead nurture, and customer retention.
• Data Collection: 38% of respondents aren’t collecting customer data at different points in the life cycle. Remember: the more customer data you have, the more dynamic the message can be. Try collecting purchase history, demographics, and email/web site behavior to give your customer a more customized and relevant experience.
• Personalization: Take your personalization to the next level. 63% of respondents are only using general personalization in their email. Including your customer’s name in the subject line or message no longer captures their attention. It’s important to do more for your audience to reinforce that you are actually paying attention to their individual needs. Try creating a unique message for your customers based on their preferences and variables.
• Testing: What testing? Respondents aren’t realizing the importance of testing their email marketing campaigns once active. Don’t just let your campaign die a long death, constantly refresh and test your subject lines, content, imagery, landing experiences, offers, and call to actions. By continually testing what works for your customers, you will return significant results.

Want to see how your campaigns are performing, and where there may be room for improvement?

Take our quiz today!

Sally Lowery
Online Marketing Manager at Bronto

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