Email Marketing Goals
A study on the investigation of the use and perception of Email Marketing in Spain reveals that the 47,1% of companies say they will increase their Email Marketing budget. Behind all email marketing actions, companies carry out their objectives of generating traffic/visits in ecommerce, sales... The most sought-after objective in 2023 is to generate sales,closely followed by traffic / visits to the ecommerce.
Omnichannel and segmentation strategies
Email Marketing can be complemented with other channels to maximize the overall result. Companies are committed to combining it with a good Social Media Plan.
The key to a good email strategy is to segment the database so that shipments are much more effective and adapted to each user. Companies mostly rely on sociodemographic and behavioralsegmentation. This helps to get more information about the user. The fields that are most personalized are the Name and Subject fields.
Email marketing Usage
As far as management is concerned, the option of using a ESP Technology It is the most used along with the hybrid (internal and external resources). There has been an increase of 21.6% in companies that have decided to outsource this service with an agency.
Email marketing frequency campaign sending varies depending on the company's sector, needs or times of year. Although most companies agree to send less than 5 campaigns per month.
Also, testing is essential to improve the results and operation of the strategy. The Subject and Call to Action are the elements most tested by companies.
Email marketing strategy can be automated with different email programs and types that meet different objectives. 82.3% of companies send massive campaigns and 70.6% implement customer journey programs (welcome, birthday or reactivation email).
Results analysis
When evaluating results, click-through-rate is the most significant metric, followed by Open Rate and conversion. Companies claim that the Open Rate in their email has increased by 49%.
56.9% of companies claim that they do not reach the objectives established in email marketing due to lack of internal resources (time or personnel). Companies rate the results obtained from email marketing with a notable rating and 31.1% affirm that they obtain around 10% of their income thanks to their email strategy.
