In the study, companies point out that segmentation is the key element in an email marketing campaign: almost 70% consider it to be the most important element for it to work, and, in second place, with 62.6%, is the strategy . In third place, with 55% of companies indicating its importance, is copywriting or writing the content (subject, text, calls to action, etc.).
As for the main segmentation criteria, more than 61% of companies say that they take as a reference the interests or preferences defined by their subscribers. Almost half use the origin of each subscriber's registration, and just over 38% use their behavioural data (openings, clicks, visits or purchases).
In light of the importance of segmentation, the Acrelia report points out that personalization is a pending task for companies , since there are still some that do not personalize any part of their emails. According to Lidia Castillejo, “using labels to personalize the content of email marketing is the best way to capture the attention of subscribers, but 10.3% do not take advantage of this functionality.” The most commonly used field to personalize the email is the name (70% do so), and just over half also personalize the subject. Inside the message, things start to decline: less than half personalize the body, and 38% the product or service norway business email database shown. The easiest way to do this, explains Acrelia, “is with dynamic fields, which allow you to send a campaign in which each subscriber sees content according to their interests.”
As for contact lists, it is still regrettable that almost 14% do not do any maintenance, which could be affecting their reputation as sender. Just over 46% use a sending tool to manage unsubscriptions, and more than 22% say they do it manually.
The study concludes with the perception of companies on how to improve email marketing campaigns: 57% ask for more resources and almost 40% believe that there is a lack of training and that they have a basic level in this task . Another fact worth highlighting is that email marketing seems to be the work of a single person, since 57% of those surveyed say that they themselves design the mailings using a campaign editor. A surprising fact is that 63% say that email marketing works well or very well in their overall marketing strategy, despite the fact that more than 20% of them do not know what percentage of income is attributable to these campaigns.