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In this post we will present the main insights of the study in order to provide you with relevant information to optimize your email marketing campaigns . However, before starting, we will contextualize this research. In the first quarter of 2015, Adigital promoted and coordinated the initiative. The project was launched addressing the issue from two perspectives: the business and the consumer. Thus, we can see that the study is designed taking into account who sends the emails (the companies) and who receives them (the users), in order to address the use and perception of email marketing in our country in the most comprehensive way possible. The study is mainly divided into three horizons, which we will discuss below: 1. Business overview of the email marketing sector in Spain The main objective of this phase is to obtain an overview of the business panorama in order to identify the purposes, objectives and types of email marketing management in Spanish companies. How do companies use email marketing in Spain? According to the report, email marketing actions are used by companies as a tool to achieve a short-term and agile response from consumers, with the main objective of obtaining sales . Normally, this email marketing management is carried out internally, that is, 75% of the companies surveyed do not outsource email marketing management , but rather take it on internally. This means that the level of expertise is elementary. Generally, the larger the company, the higher the volume of emails sent, as well as the frequency of emails sent per month. Regardless of the sector, most companies send less than 50,000 emails per month, although there are differences between the different sectors. According to the results obtained, the Media and Press and e-commerce sectors are the most active sectors , both in terms of volume and frequency.
TECHNICAL DATA SHEET
“One of the clearest indicators of user engagement is the level of activity. It is common to find databases in which nearly a third of the users are inactive, that is, users united arab emirates business email list who have not responded to email marketing campaigns for a long time. Carrying out specific reactivation actions is a good starting point. In our experience, if the reactivation action is well planned, between 5% and 10% of inactive users can be reactivated.”
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2. The email marketing user: perception and assessment of consumers
The main objective of this phase of the research is to find out the opinions, uses and perceptions that email marketing actions have on potential customers.
How does the Spanish Internet user navigate? Browsing the Internet has become one of the most common actions of users in recent years. In addition, it has become multi-device, especially due to the high penetration of mobile devices and the need to be continuously connected. This fact causes email and social networks to predominate over other activities on the Internet.
Although the PC is still the most used device to browse the Internet, in recent years consumer habits have modified the email marketing strategy of companies since the opening rate of email from mobile devices is much higher than that of other devices .
As for which email provider the Spanish user uses, the data is as follows:
-Gmail is the most used provider, with 74%
-Hotmail is the most used provider in terms of email marketing subscriptions (47%)
The general perception by Internet users about receiving advertising emails is positive as long as they do not exceed certain limits. The report shows that the positive attributes of email marketing are valued by the highest percentage of users interviewed. They state that the optimal frequency of receiving emails is one email per week. On the contrary, saturation in the number of emails received is the main reason why a user does not open an advertising email, followed by lack of interest and perceived mistrust.
“A good indicator of engagement is the Click To Open (it measures the percentage of clickers among openers). What we have seen is that the more segmented the campaigns are and the more relevant the content we offer to each user, the more this indicator improves dramatically. Another factor that influences the improvement of the Click To Open is the adaptation of the email to mobile reading environments. We have had experiences in which a responsive layout (which displays the content appropriately according to the reading device) increased the Click To Open by more than 15%.”
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3. Expectations and future trends in email marketing
Email marketing professionals are optimistic about the evolution of the sector . Almost all of the participants in the study believe that email marketing will remain stable or increase in the coming months. Only 4.8% think it will decrease. Therefore, the expectations for the sector are promising.
“One of the main trends will undoubtedly be the adaptation of email to the mobile channel. We will see how responsive design will gain importance to ensure a better user experience by favouring interaction from mobile devices.
A second trend will consist of the integration of email marketing campaigns within broader strategies that will intelligently coordinate different digital channels (social networks, email, mobile).”
