5 Key Insights from the State of Email Marketing Report

Posted by Tom Sather on

Email marketing remains one of the most effective digital marketing tactics today. But the inbox is more competitive than ever, placing more and more pressure on email marketers to continue generating business results.

Demand Metric’s latest benchmark report—The State of Email Marketing—takes a deep dive into what separates the best from the rest. The report surveyed marketing professionals to understand the impact of email marketing on their business, the tactics employed, how effective they are, and what challenges marketers are facing today.

Email marketers who strive to be best-in-class and produce the highest possible return should implement the following recommendations:

Document specific email marketing objectives.
As Yogi Berra once said, “if you don’t know where you’re going, you’ll end up somewhere else”, and the same holds true for email marketing goals and objectives. Study participants who report their email effectiveness is improving, and revenue growth in the last fiscal year, are more likely to have email marketing objectives in place.

Use a variety of email marketing tactics.
When it comes to email marketing, even small changes can make a big difference. The best way to experiment with change is by using a variety of email marketing tactics, from deliverability optimization to A/B testing.

Know your email marketing subscribers.
If you don’t know your audience, you’ll struggle to create a great subscriber experience. Study participants who report above average open rates, revenue-growth, and improvement in email effectiveness all know more about their email subscribers.

Leverage technology
From seed lists to list validation to whitelists, study participants who report above average open rates, revenue-growth, and improvement in email effectiveness are more likely to report the use of technology.

Pursue certification.
Best-in-class mailers also pursued accreditation and email certifications to be recognized for their best-in-class status, and maintain high inbox placement rates. Study participants who report above average open rates, revenue-growth, and improvement in email effectiveness are more likely to report appearing on certified whitelists.

To assist your journey to the inbox, I’ve included our infographic “How Healthy is Your Email Marketing ROI?


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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