The Email Marketing Industry Census 2015 from Econsultancy and Adestra shows a slight improvement in Email marketing automation and overall it seems that there are many enthusiastic adopters of Email Marketing Automation.
43% of email marketers agreed they have advanced marketing automated/email messaging functions and 2/3 of the respondents are using' subscription or sign-up to website' emails.
But when you look at the type of automated emails used we see a different story. Although there are steady year-on-year improvements across most types, the rates of adoption are still surprisingly low. For example, one third aren't using 'onboarding' emails when someone signs up. Two thirds aren't using follow-ups based on content viewed on site suggesting their email systems and web content tracking aren't joined up or no rules are in place to trigger these emails.
Compared to last year, there has been an increase in companies using triggered and behavioural email marketing as part of their campaigns; for basket abandonment and lapsed customers. Though there is still a third of companies not using it. On the other hand, agencies are using triggered marketing more than companies - up to double the usage of in-house marketers.
According to Tim Watson, Email Marketing Consultant and Founder of Zettasphere,' there are a number of reasons why businesses are struggling with automation he says:
'Automation demands more planning, skills and upfront investment in content to get it right. Automation should be viewed as a way to do more and be effective. Rather than a way of saving time. With this mind-set more brands will see success with automation.'
You can download the Econsultancy-Adestra report to read the comprehensive findings (registration is required).
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By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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