Digital Marketing Researches & Reports

Marketer Email Tracking Study, 2017 | DMA & dotmailer

Email Marketing | UK

Marketers believe that email has never been so important, but the nature of email is changing and it becomes an essential tool with rising of content importance every year.

A survey of 46 questions in total was conducted in the UK and the results come to show that:

  • 63% of marketers surveyed assume that email marketing is very important for their organizations.
  • Shortage of strategies, data, and content are the main challenges in executing email marketing programs successfully.
  • The top three uses for email marketing are the engagement for 71%, sales for 58% and lead generation or acquisition for 52%.
  • 1 in 10 marketers said that all their emails are relevant to their customers and more worryingly, and only 2 in 5 said that at best ‘some’ of their emails are relevant to consumers.
  • B2C marketers test significantly more emails than B2B marketers, with 21% testing more than 3 quarters of emails, compared to 10% of B2B marketers.
  • The majority of marketers said email is best for retention, followed by conversion, brand promotion, and acquisition.
  • In terms of contact customers, the majority of marketers contact their customers using emails between 2 to 4 times a month.
Marketer Email Tracking Study 2017, DMA

A Graph Shows Who is Involved in E-Mail Marketing Activities.


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