Although email marketing is a popular strategy, a new Experian report indicates that marketers still struggle to reach their audience, as 73 percent of companies have faced email delivery issues over the past 12 months.
According to the data, poor delivery typically results in an inability to communicate with subscribers for 41 percent of respondents. Inadequate customer service (24 percent), regulatory hurdles (22 percent) and unnecessary costs (22 percent) were also consequences of poor email delivery.
Ninety-five percent of all companies attempt to track their email marketing campaigns. About 46 percent gauge their efforts based on leads or opportunities created from email. Forty-five percent do so by tracking revenue attributed to email marketing efforts.
“Email directly influences an organization’s ability to drive profit and remain relevant,” wrote the authors of the report. “Its scalability and ease of-access makes email the preferred method of communication used in contacting consumers, and when used effectively, it can be a true competitive differentiator.”
Identifying and Tackling Email Challenges
Marketers are facing many challenges when it comes to email, but additional data shows that they are uncovering new ways to approach them.
The “Email Marketing Trends” survey published by Ascend2 in May 2015 found that 53 percent of marketers consider low click-through rates to be their biggest issue. However, 65 percent of respondents said they were overcoming this obstacle with more meaningful calls-to-action. Forty-seven percent were resolving the issue with list segmentation, and 42 percent were using message personalization.
About 39 percent of email marketers claimed that their CTRs were increasing by some degree through their efforts.