Marketers use several digital marketing channels to connect with their audience, engage them, and convert them into customers. Email is one of these channels, which is highly crucial for marketers. According to a Litmus study, email marketing offers an average ROI of $36 for every dollar spent.
However, the fast-changing landscape, especially in data privacy, has made reaching the target audiences with a personalized email experience at the right time complex. So, how are enterprise marketers executing emails to maximize the results?
To understand this, OMI partnered with Ascend2 to conduct a study. The following are a few key takeaways from the study.
Marketers Rely Heavily on Emails
According to the study, marketers still rely heavily on email marketing to achieve their strategic objectives. Marketing leaders still ranked email as a top channel for driving ROI. About 94% of marketing professionals agreed to various degrees that executing an effective email marketing program is a critical part of the overall success of a marketing strategy in the coming year. Only 6% disagreed to some extent.
See more: 4 Ways To Improve Email Marketing Campaign Deliverability
Marketers Believe Their Email Strategy Is Successful
A good percentage of enterprise marketers from the study believed that their email marketing strategy was quite successful. About 28% of them believed it to be very successful or best-in-class in achieving the objectives set for it, but there is still significant room for improvement. About 67% experienced some success from their email marketing programs, while 5% believed their email marketing strategy was unsuccessful.
Marketers Also Face Several Challenges to Success
Despite seeing some success in their email marketing strategies, enterprise marketers still face a few barriers. For 59% of marketers, increasing engagement is one of the greatest barriers to achieving success in their email marketing program. For 47%, it is…
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