the state of email marketing 2014 comparing global email marketing usage
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THE STATE OF EMAIL MARKETING 2014Comparing Global Email Marketing Usage
We surveyed 300 marketing decision makers from the U.S., France and Germany to
understand global usage and trends in email marketing
About the report
● Email marketing usage & trends● Usage of Email Marketing Features● A/B Testing● Personalization● Dealing with Spam
Survey questions were categorized as follows:
Here’s what we learned
Email Marketing Usage
Overall, almost all companies use email marketing to reach their customers
Usage of Email Marketing
94% 98% 92%
U.S. companies consider marketing emails more important to their marketing strategy than French and German companies
Importance of Email Marketing
Dark blue: Extremely Important - Bright blue: Very Important
More companies use email marketing than social media as part of their marketing strategy
Email Marketing vs. Social Media
US FR DE
94% 98% 92%
US FR DE
90% 78% 78%
Almost half of German companies believe their use of email marketing will increase in the next five years
Dark blue: Greatly Increase- Bright blue: Somewhat Increase - Orange: Stay the same - Dark Orange: Somewhat decrease - Red: Greatly Decrease
Usage of Email Marketing in 5 Years
Usage of Email Marketing Features
Top 3 Most Used Features
42%
Email tracking and reporting
40%
Email deliveryalerts
38%
Custom landingpages
U.S.
U.S. companies also use these features
38%24/7 customer
service
36%Personalization
37%HTML Editor
35%Dedicated IPs
35%Email Templates
37%Autoresponders
Top 3 Most Used Features
Email delivery alerts
38%37%
Email personalization
36%
Subscriber Segmentation
France
French companies also use these features
32%Historical campaign
comparison
32%Custom landing
pages
32%Adjust email
frequency
30%Real-time analytics
39%Email inbox
preview
31%Whitelists
37%
Email personalization
38%
HTML Editor
37%
Email Templates
Top 3 Most Used Features
Germany
German companies also use these features
29%Email Delivery
Alerts
25%Social Media Integration
27%24/7 Customer
Service
26%Real-time analytics
25%Email tracking &
reporting
25%Subscriber
segmentation
A/B Testing
U.S. companies use A/B testing significantly more than France and Germany
Who A/B Tests Email Campaigns?
Dark blue: Never- Bright blue: Almost every time - Green: Most of the time - Orange: Sometimes
93% A/B Test their emails/campaigns
79% A/B Test their emails/campaigns
77% A/B Test their emails/campaigns
36%Send date/time
43%Subject lines
What do Companies Test?
44%Subject lines
37%Email content
33%Send date/time
38%Send date/time
45%Email content
36%Sender address
36%Images
Personalization
26%Including customer
name / job title
27%Adding images
29%Adding a signature
27%Adding a signature
How Do Companies Personalize Emails?
29%Customizing subject lines
28%Customizing subject lines
33%Customizing subject lines
29%Referencing past
customer preferences
30%Adding colors
Dealing with Spam
Percentage of companies that are concerned about their email ending up in the spam
folder...
87% 82% 71%
What are Companies Doing to Prevent Spam?
33%Use Spam Checkers
30%Clean list / remove inactive contacts
29%Require users to
opt-in
33%Use Spam Checkers
32%Optimize/check their HTML code
30%Avoid spam trigger
words
31%Monitor IP reputation
28%Request to be
whitelisted
26%Preview/test
emails
...but not all countries are familiar with Spam lawsSpam is a Global Concern
Dark blue: Extremely familiar- Bright blue: Very familiar - Orange: Somewhat familiar - Dark Orange: Not very familiar - Red: Not at all familiar
Get tips and best practices from email experts on our blog
Make 2015 Your Best Year for Email Marketing Yet
www.mailjet.com/blog