By Cliff Guy
Last week we sent an email to several thousand email marketers, inviting them to take part in a survey designed to benchmark how they rate their email marketing activity.
The survey called for a certain degree of honesty from our fellow marketers, as we were asking them to score themselves (or their organization) from weak (score of 1) to strong (score of 4) against 7 key aspects of successful email marketing.
In short, we wanted to know where they were comfortable, and where they were feeling some pain.
I’m glad to say that email marketers are an open and honest bunch and we had a great response to the survey. There are some revealing trends in the results, that show where marketers know they need to be doing better with their email marketing, or what they need to be doing more of.
The key areas where email marketers highlighted ‘room for improvement’ on their own part were the use of database building and segmentation, dynamic content and triggered email campaigns.
- 55% of respondents rated their use of database building with a score of 2 or less, out of 4
- 65% rated their use of data segmentation with a score of 2 or less, out of 4
- 87% rated their use of triggered email campaigns with a score of 2 or less, out of 4
So clearly, you are not alone if you think you should be using triggered email campaigns more!
It seems to me the bottom line of the findings from this research is that marketers know they should be sending more precisely targeted campaigns.
Some may be struggling here because of a knowledge gap about what they can do and how to go about it.
For those in this group, I recommend you download dotMailer’s storming, definitive guide to great email marketing – our annual Hitting the Mark email marketing benchmark report.
Others may know what they need to be doing, and how, but simply not be able to find the time to do it. A managed email marketing service can help in these cases, particularly for major campaigns with significant revenue or outcome riding on them.
DotMailer can certainly help here with our Professional Consultancy Services and Managed Services.
The message is then, that if you’re feeling the strain of not knowing exactly how to get where you want to be with your email marketing, or how to find the time to get there – you are most certainly not alone, and there are people here to ease your pain.