Email is proving to be an important marketing tool as a result of the prolonged sales hit from the COVID-19 pandemic. Social media is also gaining importance. According to the 2020 State of Email, Fall Edition by US email marketing firm Litmus , 77% of marketers believe email is one of their two most effective marketing channels. I answered that it was one of them.
Additionally, 78% of marketing executives say email marketing is critical to their company's overall success, up 7 percentage points from last year. Based on Industry Email List responses from more than 2,000 marketers, the report states that to harness the potential of email, ROI (return on investment) must be properly measured and reported. It is written. This is a problem for many organizations. Only 16% said they "measured their email marketing ROI well or very well.
Focusing on this point, 45% of respondents said that the ROI measurement for their email marketing efforts was either "poor, extremely poor" or "not measured." "This report shows why email should be at the center of every marketing mix," said Litmus CMO Melissa Sargeant. She added, "In today's marketing environment, brands are striving to break through the noise of digital advertising in an efficient and timely manner, requiring personalization and targeted messaging to take precedence. there is," she said. perfect personalization Many companies fail to properly personalize their email campaigns and keep their mailing lists up-to-date based on subscriber data. This would be ignoring one of marketing best practices. Over a third of respondents said they would not remove inactive subscribers from their mailing list unless the user opted out. Outdated mailing lists reduce ROI, abandon the purpose of email personalization, and lead to security issues. More than half of respondents said they rarely run spam filter tests for successful delivery before sending.