- New Research: Majority of Businesses Consider Email Programs Vital to their Success —Despite Being Under-resourced
- 13.7% of email senders will leverage AI-powered tools in 2023 to do more with less, finds Mailjet by Sinch survey
India / SAN ANTONIO, Texas and STOCKHOLM, Sweden – February 23, 2023 – Email marketing programs are critical for business growth and strong customer relationships, according to a Mailjet by Sinch survey of over 3,200 email senders. The 2023 Inbox Insights report found that 76% of senders can directly connect email marketing to their organization’s success. However, lack of time and focus (32.7%) as well as lack of internal support and investment (26.7%) are among the biggest constraints for respondents.
Nearly 60% of global businesses consider their email marketing programs successful. When asked which metrics are most important for measuring the success of an email program, respondents selected open rate (42.7%), clickthrough rate (42.1%), and conversion rate (26%) as their top three.
“Popular metrics like open, clickthrough and conversion rate aren’t perfect,” cautioned Kate Nowrouzi, VP of Deliverability & Product Strategy at Mailjet by Sinch. “They can be unreliable, limited in scope, and hard to standardize. We typically recommend a mix of these and other metrics — like inbox placement rate or read/skim/delete rates — to provide a stronger gauge of success.”
Other takeaways from the survey include:
- Tactics contributing most to email success: 34.4% pointed to improving deliverability as well as strong design and copy, followed closely by a cohesive strategy (32.1%). Despite deliverability being a top success factor, delivery rate and inbox placement rate were ranked fifth and ninth respectively as success metrics, suggesting more senders need to focus on this area.
- Top goals for email programs: Content distribution (49.5%) was the top objective for senders, followed by transactional communication (35.3%) and promotions and selling (30.5%). In the current business climate where customer retention is just as important as acquisition, there is an opportunity for email marketers to elevate onboarding (17.3%) and customer loyalty (21.3%) as key objectives.
- Constraints to email success: Standing out in the inbox took the top spot (37.3%), with inbox placement issues (32.7%) and lack of time/focus (32.7%) tied for second. Lack of support/investment came in fifth globally, but it was the top limitation in the U.S., with nearly 40% of senders citing it as an issue.
