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The State of Marketing Automation 2015

By Expert commentator 25 Jun, 2015
Essential

Marketers agree Email Marketing Automation is the future, yet 4 in 10 automation programmes Fail

Email marketing is one of the top two channels for realising ROI yet email marketing budgets are declining. Alongside this, the use of Email Marketing Automation is becoming less effective - how do we know this? Econsultancy's Email Marketing Industry Census 2015, produced in partnership with Adestra has conducted research. After nine years of surveys, they bring together a wealth of information to show how email marketing has changed and the views of over 1000 in-house marketers, and experts.

How are companies using Marketing Automation?

48% of respondents with a email marketing automation rated its capabilities as 'basic' and 9% as 'non existent':

MA Capabilities from company research

What are the barriers to effective email marketing automation?

Companies realise that MA is important yet there still appears to be many barriers or challenges to overcome. The report unfolds that email marketers need to be efficient with their resources and more effective. More than 1/2 of respondents agreed that the lack of a  'quality email database' was a barrier to this as show in the graph below, along with a lack of strategy and integration.

barriers to effective email marketing

Reasons appear to be due to the capabilities of the system as outlined. With limited access to a unified database and lead scoring appear to be lacking for many companies. Could this be due to financial constraints with basic systems or a lack of training and understanding of how to use these?

MA capabilities

You can download the report from Adestra to read the comprehensive findings (registration is required).

By Expert commentator

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