Email Segmentation, Blasts Most Common

January 27, 2011

alterian-email-engagement-jan-2011.JPGFour in 10 global marketers (43%) use email segmentation to personalize messages by audience, according to [pdf] a new survey from Alterian. Another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis.

This means only a small portion (13%) deliver emails based on preferences at the individual customer level, monitored in real-time.

MSPs Most Likely to Use Individual Preference

alterian-email-breakdown-jan-2011.JPGBreaking down global marketing professionals into marketers, marketing service professionals (MSPs) and agencies, study data shows MSPs (14%) are slightly more likely to deliver emails based on preferences at the individual customer level, monitored in real-time, than agencies (12%) or marketers (11%).

Meanwhile, agencies have the highest percentage of segmenting audiences with different messages (48%), and MSPs also have the highest percentage of using email blasts with basic personalization (28%). Marketers use mass email blasts at a percentage (21%) about 50% than agencies (14%) or MSPs (13%).

1 in 3 Marketers Measure Efforts to Drive Future

alterian-competency-jan-2011.JPGSlightly more than one third (37%) of respondents believe all marketing efforts are measured and analyzed to drive the company’s future. While few (6%) admit to having no analytical competency, the remainder has limitations in the analysis done, whether they stop at a basic level (29%) or struggle to tie it back to their campaign efforts (28%). This indicates the majority lack direction on what exactly to measure and analyze, how to go about it, and how to utilize that information moving forward to continually improve on their marketing efforts.

Agencies Measure More

alterian-competency-breakdown-jan-2011.JPGAgencies are significantly more likely than others (54%, compared to 41% of MSPs and 34% of marketers) to say everything they do is measured and analyzed to drive future campaign strategy for clients. Correspondingly, they are less likely to say they struggle to tie analysis back to campaign strategy (22%, compared to 30% of MSPs and 33% of marketers). Marketers have the highest level of basic analysis.

Email Channel Most Personalized

When it comes to creating personalized customer experiences, email is at the front of the pack with 72% of respondents selecting this as a focus, according to other survey results. Direct mail (58%), website (56%), and social media (53%) campaigns are all personalized by between 50-60%, indicating that approximately one-fourth do not customize the marketing experience for any one channel. However, only 9% admit to not personalizing any channel, which shows the vast majority focus on creating a customized experience for at least one.

About the Data: This survey of 1,462 global marketing professionals was conducted from October 9, 2010 to December 17, 2010, both online and offline.

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