He is one of the techniques most important of digital marketing to communicate effectively with customers, although it seems that companies are not quite experts in this area. A recent study of , agency specialized in email marketing and , indicates that More than 60% of Spanish companies highly value the results of their email marketing strategies.
This study, entitled «Research on the use and perception of email marketing in Spain (2022)» The objective was to analyze the use that marketing professionals make of email, as well as to be able to appreciate the real evolution of the channel.
On the other hand, 53.7% of the companies surveyed agreed that the reason why they do not achieve the objectives related to email marketing is the lack of internal resourceseither for lack of staff or time. During the 2020/2021 period, this was also the most common reason why they did not meet the objectives with their email marketing strategies, at 58.6%.
Use, perception and trends of email marketing in Spain
For this study, Digital Response had the participation of companies from different sectors and in which they have been asked about such relevant questions as: with what communication channels do they coordinate email marketing actions, what type of data do they use in their areas of the email they personalize or how their metrics have evolved in the last year.
Behind all the email marketing actions of a company there is always a clear and previously defined objective: build user loyalty, generate traffic/visits to e-commerce or even sales directly.
Among the most outstanding data of this study is the fact that The objective most pursued by companies in relation to email marketing is to generate sales (59.3%) and that, when assessing the results of your email marketing, the most repeated scores by the respondents have been 7 and 8. A figure that coincides with the average domain that most companies (44.4%) affirm that they have in the discipline.
They closely follow the goal of generate traffic/visits in ecommerce (53.7%) Y generate (51.9%).
Frequency of email marketing campaigns
In terms of frequency, the most common is 2 to 3 times a month, followed by 4 to 6 times. In this case, this year there is an increase compared to 2020/2021 of companies that choose to send 6 to 8 emails per month (9.3%) and 8 to 12 (14.8%). A fact that may be related to the fundamental role that the email channel has played this year to interact more and more often with the client.
As for the email automationssomething increasingly common in the marketing strategies of companies, most companies opt for automated notifications (confirmation, cancellation, etc.), followed by abandoned cart notices and those on the occasion of the subscriber’s birthday .
What are the best indicators to measure the impact of an emailing campaign
Among all the information that this study reveals about trends and performance in email marketing, it stands out that the vast majority use the same metrics to measure the success of your campaigns. More than three quarters of the companies declare that the click rate, open rate and are the most significant indicators when evaluating the results and operation of email marketing.
In fact, absolutely all companies recognize use at least one of these three metrics mentioned to measure the impact of your commercial shipments.
Open, click and conversion rate
Another interesting fact to highlight in this report has to do with the opening, click and conversion rates, which remain positive numbers. So 42.6% of those surveyed say their open rate has increased. Of course, this answer is significantly lower (20 points lower) in comparison to the result registered in the previous edition, when 61.4% affirmed that the opening had grown. In fact, the percentage of respondents who say the open rate has fallen is 14 points higher than then.
On the other hand, with regard to click rate, most of the companies affirm that it is maintained (42.6%), but they are divided when trying to affirm if their conversion rate has increased or remained the same (35.2%). It will be interesting to see how these three metrics evolve in the future taking into account the recent Apple Mail Privacy Protection.
Regarding the conversion rate, responses to “has decreased” increase more than 20 points compared to the previous study.
Degree of satisfaction of companies with email marketing
As mentioned at the beginning, when companies assess the results of their email marketing, 33.3% of the companies surveyed agreed that they would rate these results with a 7, followed by youn 29.6% who would give them an 8. This means that more than 50% of the participants rate their results as “remarkable”. In addition, this study also shows that both the “failing” and “excellent” bands have the lowest percentages in this survey.
Trends in email marketing: how much do Spanish companies invest?
According to this same study, Spanish companies are clearly divided in relation to the investment they will make in email marketing in the medium term (50%). However, the respondents insist that it will subsequently increase or remain at the same level, but, without a doubt, it will not decrease.
Regarding the marketing budget that companies invest in email marketing, the 48.1% ensures that the investment they make in email marketing actions represents a range of less than 10% of the total marketing budget, a percentage that is maintained with respect to last year (48.6%). However, the percentage of companies spending 40%-60% of budget has decreased by 1.9% in 2020 compared to 7.1% in 2020/2021.
Finally, most of the respondents are clearly unaware what is the impact of email marketing on company revenue, and among those who do offer an answer, they opt for an estimate of between 10% and 20%. These percentages are similar to those of the previous study.
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