Email marketing is effective for most U.S. companies, but UK firms rate it more highly, according to Digital Divide, a new study by Upland BlueVenn.
Of the U.S. firms surveyed, 20% rate email as highly effective, versus 33% in the UK. And 54% of U.S. companies say is somewhat effective, along with 54% of their UK counterparts.
But 51% of U.S. marketers feel email is becoming more effective, compared to only 44% of UK brands.
Still, there are issues. For instance, email marketing technology is well-integrated in only 46% of U.S. companies, placing third against marketing analytics (48%) and SMS (47%).
In the UK, email is fully integrated at 51% of companies -- second only to marketing analytics, at 52%.
However, email data is most likely to inform wider marketing decisions, beating CRM and advertising at 40% apiece.
In the UK, CRM is the leader here, at 50%. Email is cited by only 32%.
Email is also is widely used by consumers for engaging with brands, but shoppers in the UK are more likely to utilize it.
Of the consumers polled for this two-part survey, 61% in the UK prefer email, compared to in store in branch (51%) and laptop/desktop web browser (51%).
In contrast, the U.S. lineup is as follows:
Upland BlueVenn surveyed 4,000 consumers and 500 marketers.