2019 Email Marketing Research: 4 Key Findings to Improve Your Results

2019 Email Marketing Research: 4 Key Findings to Improve Your Results

Email marketing may not be a new marketing tactic. In fact, the
first electronic mail was sent in 1971, the first email marketing
blast was sent in 1978, and in 2018, it was estimated that 124.5
billion emails were sent out. 

Yes, is an established tool in your toolbox. But should not
assume that what worked a few years ago will work today. 

A new research study I worked on, , finds that email marketing
professionals are learning new techniques to improve their email
marketing results. 

The Email Marketing Survey Summary Report provides insight into
difficult questions like:

  • What are the primary objectives of an email strategy? 
  • How many companies are best-in-class? 
  • What are the most critical challenges to success (know the
    challenges in advance to prepare how you will handle your
    challenges)?
  • How much are budgets changing for email marketing? NOTE: this
    information will help you make the argument to get more
    budget. 
  • How do I prioritize objectives versus challenges as I build my
    email strategy?
  • What are the most effective types of email?
  • How is effectiveness changing for the types of emails
    used? 
  • What are the most difficult types of emails deploy?
  • What combination of resources (in-house, outsourced to a
    specialist) are other companies using?

Here are 4 key findings from our 2019 email marketing
research that will give you insight on how to adjust your email
marketing strategy and improve your results.
Research
Finding #1: Focus on Increasing Engagement Metrics

Increasing engagement and improving brand awareness are primary
objectives for 67% and 59% majority of marketing influencers,
respectively. Engagement is now a frequent topic of conversation as
companies strive to increase waning email open and click rates.

Increasing engagement and improving brand awareness are primary
objectives for 67% and 59% of marketing influencers.

Click To Tweet

Engagement continues to be a strategic objective for marketing
professionals, whether it is email, social media, content
marketing, customer experience, personalization, etc. 

Email Marketing Research: Objectives

Here is a strategy to help you increase engagement:

  • Become laser-focused on the needs of your target audience
  • Create high-quality content that will be of interest to your
    audience (research, how-tos, tools etc.)
  • Gather data on your audience (demographics, firmographic,
    behavioral)
  • Organize your data so that you have a one-view profile of each
    individual in your database
  • Use technology to help you effectively and efficiently run your
    marketing programs 

Increasing engagement requires a commitment by you to
invest the time to outline your strategy and allocate the financial
resources (start small) implement your strategy. 

Through years of testing and experimentation, we’ve found that
research is an excellent way to increase engagement with our
audience. Everyone is interested in research because it helps them
do their job better by giving them ideas on what to do based on
results from their peers. Because the research helps our audience,
they engage with us by downloading reports, sharing the research,
commenting on research findings, asking questions, etc. 

Do you have a similar strategy on how you are going to increase
engagement? Now is the time to outline your strategy and start
engaging your audience!

Research Finding #2: Test Personalized, Single-Topic Dedicated
Emails

What are the most effective types of email used for marketing
purposes? A majority of marketing professionals believe that a
combination of personalized messaging and single-topic/dedicated
email creates the most effective type of email used for marketing
purposes. Meanwhile, only 17% consider plain-text email
effective.

Email Research: Types of Emails

A majority of marketing professionals believe that personalized,
single-topic/dedicated emails are the most effective type of
email.

Click To Tweet

Do you see how knowing your audience, great content, and data
are critical to creating a personalized message for your email
marketing? So by creating your strategy to increase engagement, you
will also have the tools necessary to deliver effective
personalized email campaigns. 

Research Finding #3: Effectiveness is Improving

The good news is that while email marketing has been around for
a long time, marketing professionals are finding ways to increase
effectiveness. While nearly two-thirds (64%) of marketing
professionals say email effectiveness is improving moderately, only
21% consider email effectiveness to be worsening to some
extent.

Email Research: Effectiveness

Good news! 64% of marketing professionals say #email
effectiveness is improving moderately.

Click To Tweet

Research Finding #4: Deployment Resources Used

While difficult types of email (like personalized messaging
driven by artificial intelligence) are driving the need for
outsourced specialists, 39% of marketing professionals say they
still only use in-house resources to deploy the types of email
used. 

Email Research Deployment

Get more research insights by downloading the entire study, ,
and put it to work in your own email marketing strategy. 

The post
2019 Email Marketing Research: 4 Key Findings to Improve Your
Results
appeared first on Convince and Convert: Social
Media Consulting and Content Marketing Consulting
.

Source: FS – Social Media Blogs 2
2019 Email Marketing Research: 4 Key Findings to Improve Your Results