Though social and mobile are gaining greater prominence as digital marketing channels, marketers haven’t exactly abandoned email marketing. To further understand the growth of email in the United States and other markets, email service provider Mailjet (@mailjet) released a new study on January 13, 2015.
Entitled “2015 Global Email Marketing Practices and Outlook,” Mailjet surveyed 300 marketing experts from medium-sized and large businesses in the United States, France, and Germany. According to the study, Americans, send 1.47 million emails each month, which is larger than the 1.38 million emails on average sent by companies/marketers in the United States, Germany, and France.
American online marketers have the largest number of subscribers, with a mean number of 530,900 subscribers and contacts, which is larger than the 497,600 global average; French marketers have 491,800 and German marketers 467,100.
When examining the types of emails being sent by marketers, Mailjet’s study revealed that more marketing emails are being sent globally than transactional emails. On average, American companies send 18% more marketing emails than transactional ones.
As shown in Figure 1 above, more U.S.-based companies (93%) use A/B testing for their email marketing campaigns. A/B testing, also known as split testing, is essential to email marketing, wherein two campaign options are sent to two separate groups to test which email gets the most opens or clicks.
Companies based in Germany are fonder of using personalization tools, with 29% of surveyed German marketers saying they use personalization tools, ahead of 17% in the U.S., and 13% in France. [See Figure 2]
The U.S. leads in social media use as well, as 90% of all U.S.-based companies incorporate social media into their marketing agendas. As for their European counterparts, only 78% of companies based in France and Germany say they incorporate social media into their marketing plans. [See Figure 3]
Given its proven effectiveness, online marketers are renewing their focus on email marketing, making it a top priority over the next five years. More German companies (83%) realize the potential of email marketing for their business, followed by French companies (81%) and American companies (76%). [See Figure 4]
Despite these figures, American experts (73%) value email marketing more than French and German experts do (70% and 61% respectively).
Lastly, when choosing an email service provider, marketers are predominantly driven by the desire to reduce spam, as seen in Figure 5 above.
The report was posted by Denise Chan, Mailjet’s Content Marketing Manager, on Mailjet’s blog site.
Is email marketing an important part of your marketing strategy in 2015? Do you send more marketing emails or transactional emails?
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