"E-mail Marketing Benchmarks 2024"
Although email has never really disappeared from the scene, it is increasingly emerging from the shadows and stepping into the spotlight of modern marketing strategies, similar to other traditional marketing tools, such as marketing mix modeling or contextual targeting. One in four companies has significantly increased its email marketing activities, almost doubling the amount it used last year.
This means that email is not only making a huge leap forward, but is also catching up with social media marketing - around 28 percent of social media marketing companies increased their posting frequency across all channels in 2023. Despite these advances, the practical implementation of email marketing is still riddled with teething issues
that should have been known for years and in some cases even decades.
Real advantages are often sought in vain
Ideally, permission is a fair exchange: the interested party Buy Email Database List provides their contact details and permission for advertising communication, and in return they receive a tangible benefit from the company that compensates them for this. However, in around a third of those examined, the consent form must be carefully combed through to discover any benefit at all, or no benefit is communicated at all.
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If a reason for signing up is given, it is often to avoid missing out on any content, news or offers. Although this represents a certain benefit, it essentially only describes what a newsletter should do anyway and of course offers little differentiation. However, only 31 percent of companies offer a truly exclusive benefit that is reserved exclusively for subscribers or a clear promise of benefit.
Marketing and IT need to work more closely together
Email marketing is increasingly becoming a discipline in which technical skills are just as important as creative content and a deep understanding of the target group. This also includes the deliverability of emails: what was once a matter of course is now a complex field characterized by constantly changing guidelines and technical requirements - for which only very few companies are really prepared. For example, only around a third comply with Google's new sender guidelines. Incorrect DMARC configurations mean that almost 50% of companies risk having their own emails wrongly classified as suspicious and thus possibly blocked by mailbox providers.
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