2024 | A year of progress and challenges for Email Marketing in Spain
2024 has been a key year for email marketing, consolidating its position as one of the most effective channels for connecting with users.. At the beginning of the year, Digital Response analysed this panorama through our 7th edition of the annual surveywhere 153 companies shared their strategies, results and perspectives for the future.
Although this study was conducted at the beginning of 2024, its usefulness at year-end is evident. It allows us to reflect on the trends identified and compare them with the current results, offering a full analysis of how the channel has evolved. In addition, these data can be key to planning for 2025, helping to identify opportunities, learn from the year's challenges and lay a solid foundation for the future of email marketing.
Thus, In this post we will look at an analysis of email marketing strategies, trends and challenges in 2024, based on our research conducted earlier this year.. You'll also find out how these findings can help you improve your campaigns for 2025.
Highlights of the 2024 annual survey
Email as a revenue generator
This year, the 79.7% of companies in Spain have prioritised email marketing as a key tool to increase sales and revenue.. In addition, loyalty (58.8%) and engagement (51%) have gained weight as strategic objectives.
Segmentation and personalisation on the rise
Behavioural data and engagement levels have led the segmentation, with 72.5% and 70.6% of companies using them, respectively. Also, the most common personalisations have been in the subject line (70.6%) and the name of the addressee (68%).
Performance improvements
In 2024, more than 57% of companies reported increases in click-through and conversion rates, highlighting the channel's growing effectiveness.. This progress has been made possible thanks to a strong commitment to continuous testing, especially on the subject matter and delivery schedules.
Remaining challenges
Despite progress, Lack of internal resources (52.3%) remains the main obstacle for many companies.. This challenge has limited its ability to achieve more ambitious goals.
Email as a strategic priority
In terms of investment, 45.1% of companies are committed to increasing their email marketing budget by 2024.reflecting confidence in this channel. Even so, 36.6% still do not know how much of their total marketing budget is dedicated to email.
Trends that have marked this 2024
Consolidating automationWith 83.7% of companies implementing Customer Journeys, the focus on automating key interactions such as welcomes, birthdays and reactivations has taken hold.
Multi-channel coordination69.9% of companies have integrated email with social media strategies, maximising the impact of their campaigns.
Ultimately, 2024 has shown that email marketing remains a fundamental pillar of digital strategies.. However, the sustainable growth of the channel will depend on addressing current challenges and continuing to explore new ways of personalisation, segmentation and automation.
At Digital Response, we are ready to accompany companies in this evolution. We invite you to download our full report to see all the data and trends that defined this year!
