Study: Two-Thirds of Marketers Unsatisfied with Email Marketing Efforts

According to a recent Adobe and Digital Marketing Association survey, two-thirds of today’s marketers are less than satisfied with their email marketing efforts due to a wide range of challenges.

Looking into these challenges, the data shows that approximately 51 percent of people are being held back by email-only visibility (rather than a 360-degree view of customer interactions with their brand). Additionally, 41 percent said that a lack of ability to automate entire email campaigns was their top challenge, while 38 percent cited inefficient integration with other tools, such as analytics.

Over the next 12 months, marketers are targeting a variety of priorities, according to the survey results. About 45 percent of them said they want to eventually be able to tap into a single view of their content library, while 44 percent want real-time integration with analytics tools. However, all of their goals seem to tie back to email marketing, according to survey researchers.

“Email marketers know that seamless integration with analytics tools can unlock tremendous value for their email programs,” the authors wrote. “This integration can help marketers build out more relevant and contextual messaging.”

The researchers went on to state that it’s essential for marketers to have the right content at their fingertips as they look to maximize email engagement. The survey collected the responses of 260 email marketers, identifying patterns in how they are regularly using their email programs.

The Consistent Value of Email

A study commissioned by Mailjet recently looked at 300 marketing experts and their email efforts to determine the prominence of the channel. The data showed that 76 percent of American marketers believe that email use will increase or stay the same over the next five years.

“Email remains the only way to send personalized messages to customers on the large scale that companies require,” said Alexis Renard, CEO of Mailjet. “As marketers, our challenge is to habitually innovate how, when or what type of emails customers receive. These survey results not only teach us how marketers must expand to new geographies, but also help us design features which address the distinctive needs that each marketing campaign may have.”

Each of the companies that were surveyed said that they send a minimum of 500,000 emails per month. On average, they send 1.38 million emails every month.