Despite these challenges, 60% of agencies say that their clients’ use of email marketing is growing.
7 in 10 Using Social Sharing Icons
Data from Econsultancy’s “2012: Email in Action” indicates that 69% of marketers are including social sharing icons in emails, while a further 13% have a plan in place to do so. The remaining 18% not including sharing icons or planning to do so may want to look at analysis released in January 2012 by GetReponse, which examined more than 2 billion emails sent by its clients, and found that emails that include social sharing buttons have a click-through rate 115% higher than those do not (5.6% vs. 2.6%).
Meanwhile, the Econsultancy report notes that the majority of organizations are creating content that is unique to email and social channels, although less than one-quarter have incentives in social channels to subscribe to their email programs.
According to a December 2011 study conducted by StrongMail in conjunction with Zoomerang, when asked what channels they are planning to integrate email with in 2012, two-thirds of business leaders cited social media marketing, beating out mobile (44%), search (17%), and display (14%).
Marketers Lacking Testing, Metrics Sophistication
Econsultancy insight suggests that while most marketers are performing standard campaign level tests such as subject lines (71%) and offers/calls to action (67%), the adoption of opportunities that require more data and more tests, such as send time/day of week (56%), landing pages (53%), and from lines (43%) is less widespread.
Similarly, while marketers are measuring standard metrics such as open rate (90%), click-through rate (89%), and deliverability rate (78%), less are looking at conversion rate by marketing channel (57%) and clickstream data from email clicks (29%).
And although 63% track email marketing ROI, only 39% track revenue per email and just 26% examine the customer lifetime value of email recipients.
ESPs Get Bulk of Budget
Marketers devote the largest portion of their budget to their email service provider (31%), followed by content creation (19%), although that is a larger spend for B2B than B2C marketers (22% vs. 14%). Spending on an agency for creative and/or strategic service makes up on average 12% of the budget distribution, led by consumer marketers (15%). Lists represent 14% of marketers’ budgets, with B2C and B2B marketers relatively on par in this category.
About the Data: The Econsultancy/DMA results are based on a survey of 469 North American email marketing experts, including 239 organizations.