How Email Behavioral Triggers Differ Between Agencies, In-House

In-house email marketers are more likely to prioritize dynamic and behavioral-driven elements in their email marketing campaigns, according to a recently study by digital marketing company Adestra and research firm Econsultancy. 

Some 66% of survey participants intend to use more behavioral-driven triggers in their campaigns, such as compared to only 46% of agency respondents. Adestra and Econsultancy polled 1,150 global marketers in Q1 2016 and 66% of respondents identified themselves as working as an in-house marketer. Triggered email messages are based on a consumer's individual action, such as abandoning a shopping cart or researching specific products or services on a company's Web site or on search engines. 

Survey participants also said they are more likely to prioritize dynamic elements in email marketing campaigns this year, such as video content, GIFs or countdown clocks. Many marketers working at brands also said they use automation to enable one-to-one communication more often than their agency compatriots, as well as ensuring emails and Web sites were accessible by mobile device.

It would seem in-house email marketers may be ahead of the technology curve when compared to agency marketers, and offer more personalized experiences for customers.

Personalization equates to an increase in email return on investment, and more than 90% of marketers who leverage personalized tactics in their email marketing strategy see an increase in email engagement according to a recent VB Insight report.

When compared with traditional batch-and-blast campaigns, automated email messages see a jump in email engagement by as much as 70% in open rates and 152% in click-through rates, according to Epsilon. Three-quarters of email revenue is generated by triggered campaigns according to a 2013 study by the Direct Marketing Association.

Overall, both types of marketers in the Adestra study admit that their top three areas to focus on in email marketing this year were automated campaigns, measurement and analytics, and strategy and campaign planning.




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