Promotional email marketing volumes hit an all-time high in 2010, according to research conducted by Responsys. Yet, as another survey finds, only a small portion of companies use a tactic proven to deliver higher response rates: email segmentation.
According to a survey from Alterian, only 13% deliver emails based on preferences at the individual customer level, monitored in real-time, it found (via MarketingCharts).
The survey found that four in 10 global marketers (43%) use email segmentation to personalize messages by audience, Another 44% are still employing email blasts of some kind, although 26% use basic personalization and 18% blast out on a mass basis.
There are some distinctions within these surveys, however, that illustrate some types of companies are more apt to use segmentation. “Retail marketers used segmentation and dynamic content to increase the relevancy of their messages and they suppressed more inactive users than they have in the past,” Heather Blank, vice-president of Strategic Services at Responsys, said. “These are key tactics as inboxes bifurcate and email marketers jockey to get their messages into the portion of the inbox reserved for ‘important,’ must-read emails.”
MSPs Most Likely to Use Individual Preference
For its part, Alterian’s study data shows marketing service professionals, at 14%, are slightly more likely to deliver emails based on preferences at the individual customer level, monitored in real-time, than agencies (12%) or marketers (11%). Meanwhile, agencies have the highest percentage of segmenting audiences with different messages (48%), and MSPs also have the highest percentage of using email blasts with basic personalization (28%).
Marketers use mass email blasts at a percentage (21%) about 50% than agencies (14%) or MSPs (13%).
1 in 3 Marketers Measure Efforts to Drive Future
The Alterian study also found that slightly more than one third (37%) of respondents believe all marketing efforts are measured and analyzed to drive the company’s future. While few (6%) admit to having no analytical competency, the remainder has limitations in the analysis done, whether they stop at a basic level (29%) or struggle to tie it back to their campaign efforts (28%). This indicates the majority lack direction on what exactly to measure and analyze, how to go about it, and how to utilize that information moving forward to continually improve on their marketing efforts.
Agencies Measure More
Agencies are significantly more likely than others (54%, compared to 41% of MSPs and 34% of marketers) to say everything they do is measured and analyzed to drive future campaign strategy for clients. Correspondingly, they are less likely to say they struggle to tie analysis back to campaign strategy (22%, compared to 30% of MSPs and 33% of marketers). Marketers have the highest level of basic analysis.