Some marketers are struggling to increase the return-on-investment (ROI) of their email marketing strategy. As a result, new research suggests that they will be turning to artificial intelligence (AI) in the coming months.
Ascend2 recently published its “Email Marketing: Strategies, Tactics & Trends” report, and data indicated that most marketers (69%) would still only call their email marketing strategy “somewhat successful.” Increasing engagement (63%), measuring performance/ROI (44%), and creating an overall strategy (38%) have been the biggest challenges for marketers using email.
Now, more marketers are seeing the potential of AI for email marketing. About 36% said that it could be useful for email retargeting, and the same percentage stated that it could help craft personalized newsletters. Nearly 31% believe it may help them better understand their customer lifecycle.
Identifying Signs of Email Marketing Success
Although many marketers are still struggling with leveraging email, previous research indicates that their open rates continue to climb.
Knak conducted its “2022 Email Marketing Benchmark Report,” and data suggested that marketers’ average daily delivery rate is 93% — a drop of 3.2% from last year. However, the median open rate is 24%, which is an increase of 3% from last year. Additionally, the average click-through rate is 10%, which is up 4.4% from the prior year.
Generally speaking, most respondents (51%) stated that their open rates have risen over the past 12 months. The majority (44%) said that they have seen their click-through rate increase as well.