Email marketing is one of the most important techniques for successful customer communication in the field of digital marketing.
Behind all email marketing campaigns of a company there is always a clear and predefined objective: to keep users, generate leads, gain traffic and visits or get sales through the web.
According to a recent study, the main objective of companies using email marketing is to generate clicks or visits (65.7%), followed by e-commerce sales (61.4%) and customer loyalty (60%).
Email marketing: A powerful communication tool
Email marketing is an excellent communication channel to achieve the objectives proposed by the company. It is one of the most common communication channels in any marketing strategy.
However, it is usually complemented by other channels that maximize overall results. The vast majority of companies combine it with a good social media plan (78.6%). However, other offline media (15.7%) or SMS (25.7%) are rarely used.
Keys to success
A good database segmentation is essential for effective and successful email marketing campaigns. With a correctly segmented database, mailings will be more efficient and tailored to subscribers.
Likewise, segmentation allows to obtain information about the user which will allow the company to personalise the different fields that make up the email. For example, the subject line or the recipient’s name.
Frequency of mailings
The vast majority of companies in Spain send 2 to 3 e-mails per month. However, there are other companies that send between 4 and 6 e-mails per month.
We must take into account that the frequency of sending e-mail campaigns tends to vary according to the company’s department or its needs.
A/B Testing
A/B testing is important to improve the results and performance of email marketing. In 2019, the percentage of companies that said they do not test was 22.93% compared to 18.6% this 2021.
Also, the main elements that generate interest when performing A/B tests are the subject line (67.1%), the day and time of sending (45.7%) and the call to action (40%).
Automations
In email marketing strategies, companies can implement different automations in their emails. One of the most used automated processes by companies is the automatic execution of the notification function.
It is worth noting that there has been an increase of 13% of companies that decide to implement an abandoned cart programme or email.
Adaptation to mobile
The percentage of companies claiming to adapt their email to mobile devices has increased from 75.3% in 2019 to 94.3% in 2020, which is a significant and very positive change.
Therefore, many companies believe that implementing responsive email design is crucial because it can improve the user experience without affecting the quality of the email.
The trafficability increases the “open click-through rate” and increases the chances of conversion.
Facts about email marketing
- Email is primarily used to generate traffic to a company’s website.
- Data-driven targeting and social demographics are most commonly used.
- Most companies execute email marketing in house using ESP technology.
- Notifications and abandoned cart email are the most common automations implemented by companies.
- More than 94% of companies adopt “responsive” or “responsive” techniques in their email marketing.
- The two areas that are being given the highest priority by businesses in Spain are increasing conversions and improving the quality of customer databases.