When Email Marketing Campaigns Are Just Mailing It In

When Email Marketing Campaigns Are Just Mailing It In

When Email Marketing Campaigns Are Just Mailing It InWhen Email Marketing Campaigns Are Just Mailing It In

Most businesses lack a consistent way of maintaining their email database or incorporating personalization techniques into their email campaigns.

Exchange ErrorsExchange Errors

33% of survey respondents do not know how flawed their customer-focused emails are. On average, they believe 20% of their email database is invalid or inaccurate.

Red FlagsRed Flags

37% said spam “trap hits” are a sign of customer-focused email deliverability issues, while 29% cite having difficulties reaching the inbox.

Biggest Consequences of Poor Email DeliverabilityBiggest Consequences of Poor Email Deliverability

Inability to communicate with the subscriber: 41%, Poor customer service: 24%, Regulatory hurdles: 22%, Unnecessary costs: 22%, Lost revenue: 15%

Email Oversight, Part IEmail Oversight, Part I

55% of survey respondents said their company validates new email addresses to manage email databases, and 45% engage in reactivation campaigns for inactive subscribers to do so.

Email Oversight, Part IIEmail Oversight, Part II

41% remove “hard bounces” from email databases to manage them, and 39% suppress inactive email subscribers to do so.

Sanitization PlanSanitization Plan

21% conduct daily batch processing to pursue data cleansing, and 20% do so in real-time at the point of capture.

Personal IssuePersonal Issue

52% are concerned about customer privacy control with respect to customer email management.

Augmented ExperienceAugmented Experience

50% said increasing the personalization of emails would be a great way to improve these interactions with subscribers, while 43% said having better customer intelligence would do so.

Success FactorsSuccess Factors

46% said they measure an email campaign’s success by tracking the number of leads/opportunities created from the effort, while 45% monitor revenue generated from the campaign.

Most Popular Channels Used to Collect Email AddressesMost Popular Channels Used to Collect Email Addresses

Point of sale: 70%, Website: 70%, Events: 42%, Mobile apps/sites: 41%, Call center: 36%

Dennis McCafferty
Dennis McCafferty
Dennis McCafferty is a contributor to CIO Insight. He covers topics such as IT leadership, IT strategy, collaboration, and IT for businesses.

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