[June 20, 2018] |
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New Research Studies Correlation Between Email Marketing Tactics, Program Effectiveness, and Revenue Growth
In partnership with global research firm Demand Metric, leading email
solutions provider Return Path today released a new research report, The
State of Email Marketing. With this new report, Demand Metric
and Return Path sought to determine what separates high performing email
marketing programs from the rest of the pack.
Research findings highlight the interplay of various aspects of email
marketing, such as the presence (or absence) of specific marketing
objectives, performance in critical metrics like average open and click
rates, and the use of various email marketing technologies. The study
also features insights into how these factors contribute to email
marketing effectiveness and revenue growth.
Demand Metric researcher John Follett said of the study's findings,
"Marketers as a group are finding it increasingly difficult to engage
with their audience in a meaningful way, and it's fascinating to see how
technology is helping with that challenge. For example, among study
participants with above average open rates, nearly three quarters report
using technology that helps them preview email campaigns. It seems
simple, but understanding how your audience is going to see your
campaign clearly makes a difference."
"We've known for years that sender reputation is a fundamental part of
email marketing success, and this study confirms that. Survey
participants with above average open rates were 12 times more likely to
have a Sender
Score above 95, compared to those with below average open rates,"
said Tom Sather, Return Path's senior director of research.
"Unfortunately, our most recent Sender
Score Benchmark shows that nearly two thirds of email
volume comes from senders with a Sender Score of 90 or below-so
marketers still have a lot of work to do when it comes to reputation."
Other key findings from the report include:
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Marketing challenges are nearly universal. Only six percent of
survey participants report that they are not experiencing any email
marketing challenges.
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Goal setting corresponds to marketing success. Study
participants who reported improving email marketing effectiveness were
five times more likely to have specific email marketing objectives in
place.
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Knowing your audience is critical. The most successful
marketers-those with above average open rates, improving email
marketing effectiveness, and revenue growth-report a far greater
understanding of subscriber preferences and behaviors.
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List acquisition practices are linked to subscriber engagement. Survey
respondents with below average open rates are more than twice as
likely to report having purchased email addresses for their list.
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Competitive intelligence can factor into an organization's overall
success. Those who report an increase in revenue growth were more
than twice as likely to monitor their competitors' email marketing
efforts.
The complete report can be downloaded here.
Methodology
Research for this study was conducted via an online survey during the
period of January 3 and January 21, 2018. During this period, 428
responses were collected, 290 of which were complete enough for
inclusion in the analysis. Only valid or correlated findings are shared
in this report. Respondent breakdown was self-reported as follows: 50
percent mostly or entirely B2B, 20 percent mostly or entirely B2C, 23
percent blend of B2B and B2C, and seven percent agency or consulting
firm.
About Demand Metric
Demand
Metric is a global marketing research & advisory firm serving a
membership community of 100,000+ senior marketers with primary research
& benchmark reports, technology research & advice, consulting services,
training, events, productivity apps, and a library of 500+ practical
tools and templates. Demand Metric's core focus is to help B2B marketing
organizations improve internal capabilities and connect their activities
to revenue growth.
About Return Path
Return Path analyzes the world's largest collection of email data to
show businesses how to stay connected to their audiences and strengthen
their customer engagement. We help mailbox providers around the world
deliver great user experiences and build trust in email by ensuring that
wanted messages reach the inbox while spam doesn't. To find out more
about Return Path solutions, visit us at returnpath.com
or request
a demo.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180620005212/en/
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