Not that everyone has found their way to email marketing. Even the barometer taught us in her last survey that quite some companies still have to take the first step. But they are planning to. Those that have taken the step, are only growing even more.
Of course a good marketing manager is a busy and occupied person. After all, clients aren’t just coming in a row. Unless you are offering a trendy iDevice. But anyway, for those of the requested target group that don’t put up email marketing yet, the digital aspect is already an important instrument. They are present on social media, are busy working on SEO on their website and they use online advertisements as well. So email marketing is the natural consequence here.
Starting with email
Yet, more than a fifth of the requested is planning to breach the topic email marketing in 2016. Making time is a first obstacle. At the other hand, they realize that it is necessary to elaborate a good database with contacts and to write relevant emails in order to prevent that the emails are seen as spam. That is of course a first wisdom.
Equal attention points
A wisdom that can be found with the experienced users of email marketing as well. Because within the attention points in 2016 three main answers come to the fore. Within B2B 15,10 percent is saying to spend more attention to the development of their database with new contacts. More than 14 percent will be working harder on personalized mails. This for the sake of the relevance of course. And we close the top three with 13,80 percent of email marketers that like to optimize their existing communication. No need to say this requires some investment in terms of time.
That investment seems to be worth the effort. Because when digging into the satisfaction of the email marketers about the results of their emails in terms of marketing objectives, in a B2B environment 63,95 percent is satisfied about the results. In a B2C environment this lowers to 44,23 percent which clearly indicates that this target group is harder to approach in this field.
Still we can clearly perceive a growing trend. Because when you look at the ratios, then you cannot only see that the readers are reading better – an increase of 34,12 percent in B2B and 38,46 percent in B2C, but the readers are clicking better as well – an increase of 35,29 percent in B2B and 40,38 percent in B2C. The B2C environment is doing better as for this trendsetting than the B2B environment. Eventually the result will benefit from this. And also the grow of email marketing. After all, a winner is put up more often, right?
The complete survey with all results can be consulted here