Most brands are sending more email this year to some degree, according to Email Marketing Automation, a study by Ascend2.
Of the brands polled, 74% are increasing their send, 36%, significantly, and 38% moderately. Another 20% are staying the same, and a mere 6% are decreasing their volume, 3% significantly.
But emailers face challenges, the most difficult ones being:
And the respondents listed several areas for improvement:
Despite all this, 38% rate their email programs as very successful at meeting the goals set for them — or best in class.
Another 50% say they’re somewhat successful, and 12% are unsuccessful.
The brands polled do a certain amount of testing before they mail. They test:
Their most effective automated emails are:
How long should they keep an inactive subscriber before removing them from the list? Most would wait a fair amount of time:
Ascend2 and its Research Partners surveyed 298 marketers in December 2020. Of those, 31% were B2B, 40% were B2C and 29% were B2B and B2C equally.