Email marketers lack confidence. Only 18% rate themselves as best-in-class, while 69% say they’re somewhat successful and 13% say they are failing at it, according to Email Marketing Strategies, Tactics & Trends, a study by Ascend2.
But they have every reason to improve: 84% agree that email will be critical to the success of their overall marketing strategy in the coming year, and 35% strongly concur.
In line with that, they plan to leverage these trends:
Despite those ambitious plans, email marketers face these challenges:
In addition, only 17% say their current stack allows them to measure the impact of email on their overall marketing performance. And 51% indicate they have partial capability. But 23% have very little, and 9% none at all.
Here are the KPIs that will most effectively measure performance in the year ahead:
What will they test?
In the end, it may call come down to AI. Here are the most useful ways to use this tool:
Email retargeting — 36%
Craft personalized newsletters — 36%
Understand customer lifecycle — 31%
Improve deliverability — 31%
Clean email list — 28%
Automate email copy — 26%
Optimize the sending time — 20%
Create subject lines — 20%
Make recommendations — 17%
Ascend2 surveyed 404 marketers during the week of July 17 - 25, 2022. Of those, 30% work in B2B companies, 45% in B2C and 25% in B2B and B2C equally. In addition, 14% are in firms with more than 500 employees, 20% in outfits with 50 to 500 and 66% in those with fewer than 50.