Email senders are feeling confident in themselves as they approach the end of 2021, according to The State of Email Marketing, a study by Ascend2.
Of the marketers polled, most say their firms are good at email, with 19% calling themselves best-in-class and 72% at least somewhat successful. Only 9% say they’re unsuccessful.
And 86% agree that their email marketing program will a critical part of their overall marketing strategy in the year to come, 32% very much so.
But they face challenges, including:
And, they admit they need to improve some things, like:
Among the email trends that they plan to incorporate over the next year:
Also, the respondents see that there’s more to marketing than email: 90% agree that data from social media, SMS and other channels improves campaign performance, 40% strongly concurring with that.
How will they measure success? Here are the KPIs they deem most effective:
Dynamic content is catching on: 12% are using it extensively, 46% sometimes and 26% are planning to start.
What forms of dynamic content are being used?
Ascend2 and its Research Partners surveyed 528 marketers from October 17-22., 2021.
Of these, 23% were B2B, 55% B2C and 22% B2B and B2C equally. Most were from small firms, 66% from businesses with fewer than 50 employees, 17% from those with 50 to 100 and 17% with more than 500.