New report suggests despite bigger sends and spending, the basics still aren’t covered
Marketers are continuing to overlook email marketing best practice, even though they are sending significantly more emails and spending more budget on this channel than ever, according to new research published today.
The annual Email Marketing Industry Census, published by Econsultancy in association with Adestra, found that many companies are failing to carry out basic testing, and are also failing to take steps to increase deliverability and to make email more relevant and engaging.
23% of company’s are still not practising basic segmentation, while 48% don’t carry out regular list cleansing. 65% of companies are using opt-in (46%) or confirmed opt-in (19%) data for their acquisition emails.
Steve Denner, Director at Adestra, said: “It’s time for marketers to get ‘back to basics’ – some crucial areas are dropping off marketers’ radars such as email triggers, deliverability and re-marketing. They need to be consistently covering all the basics – this is where their ESP can help.
“Get the fundamentals right, use the available technology and best practice advice and there’s no reason why email can’t evolve again over the next five years into an even better communication and customer engagement channel, delivering improved response rates.”