We already expected as much, but the results of the Email Barometer, the Belgian national yearly email marketing report, confirm it. E-marketers count on a professional external email marketing platform to manage their email marketing.
The question was simple. How do you manage your email marketing? Do you outsource it? Or do you take care of it yourself? The Email Barometer asked about the tools.
B2B and B2C share the same ideas
Only a small group of respondents are outsourcing their email marketing. In B2B 2.63 per cent are outsourcing to an advertising agency. In B2C they aren’t using agencies, but a small group is relying on the platform they use to offer strategic support.
Own tools
75% of the respondents opt for an external email marketing platform, even if they are managing their communication themselves. In B2B 17,54 per cent of e-marketeers choose to work with their own tools. In B2B that number is a little higher with just over 20 per cent.
No easy task
Most of digital marketeers understand that communicating is only a part of the job. To maintain and manage your own tool takes a lot work and time, and a lot of specialization is needed. Great email marketing platforms look simple. And they are supposed to.
Lots of knowhow
Behind the scenes a lot of software, logic, hardware and technical knowhow is needed. Your email shouldn’t only get to your recipient immediately, it also shoudn’t land in the spam filters and you should be able to measure your efforts in clear and extensive reports. Those reports are key for a great marketing strategy. Not an easy task to set that up. With more than 75% of recipients choosing an external platform there is definitely a trend!
