Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business Marketing

Email marketing tools still not being used adequately by most businesses

Email marketing is used by nearly every brand on Earth, but many fail to do so effectively, ignoring the most basic options of their email marketing provider.

email marketing

email marketing

Brands are still not adequately email marketing

The way companies are using email marketing these days leaves much room for improvement, according to a study by marketing research and consulting firm, The Relevancy Group.

The study revealed that email marketers are not adequately using consumer data to segment and target audiences, using mostly demographic and geographic data and ignoring other important data attributes.

bar
The survey found that marketers are relying solely on unsophisticated metrics for customer segmentation, even though more advanced metrics are available. For example, tracking customer email clicks and email open rates is relatively simple, and yet most marketers surveyed are not using this kind of data to inform new marketing campaigns.

Half don’t even maintain centralized data

As a matter of fact, far less than half of respondents to the survey maintained a centralized data repository for all client data. Of marketers maintaining centralized customer data, only 28% of those used data from across multiple channels to create records for each customer.

A similar study by Adobe for the Direct Marketing Association found that less than half of North American digital markets use information from channels other than email to inform their email campaigns.

Advertisement. Scroll to continue reading.

Priorities are still out of whack

While most respondents to the Relevancy Group study said that they were making segmentation and targeting a high priority for 2015, only small percentages of respondents made the same commitment to other useful email marketing tools, such as analytics, centralizing customer data, and making customer data actionable.

The Relevancy Group gives the overall impression that most email marketers are not taking advantage of the most up-to-date marketing techniques, data sources, and analytics. The Relevancy Group encourages the use of predictive analytics, segmentation, and other practices that contribute to better email targeting and personalization.

Although these techniques are currently being underutilized, the report also indicates that these techniques are relatively simple. Browse AGBeat to find many helpful articles about marketing tools that may help improve your next email marketing campaign.

#EmailMarketing

Advertisement. Scroll to continue reading.

Ellen Vessels, a Staff Writer at The American Genius, is respected for their wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when not writing, and has a passion for sustainability, social justice, and the arts.

6 Comments

6 Comments

  1. Pingback: Email marketing tools still not being used adequately by most businesses – AGBeat | Business Conception

  2. Pingback: Email marketing tools still not being used adeq...

  3. Pingback: Email marketing tools still not being used adequately by most businesses | ????

  4. Katie

    April 30, 2015 at 4:30 pm

    The success of an email campaign is largely based on how well you’ve segmented your list. A segmented list means you understand your audience beyond the standard demographics and therefore can create content specifically targeted to them. And it has been well proven that targeted, tailored email content generates more leads!

  5. Pingback: Use Data to Boost Your Email Marketing ROI - Rep Cap

  6. Pingback: What companies expect of email marketing over the next five years - The American Genius

Leave a Reply

Your email address will not be published. Required fields are marked *

Advertisement

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Advertisement

KEEP READING!

Business Marketing

Airtable presents the drawbacks of your current marketing strategy and what changes need to be made to make it work efficiently.

Business Marketing

As a small business owner or non-tech-savvy person dipping into marketing, getting free models is a dream. This tool makes it possible.

Business Marketing

2022 can been a rollercoaster year for many, with seemingly high highs and low lows. The same goes for the marketer across the board.

Business Marketing

Men are hard enough to buy gifts for, but the male audience can also be hard to target in marketing. Here's our best tips...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.