Email Marketing, more necessary than ever
Last Wednesday, the Mobile World Center in Barcelona hosted the presentation of the Report on the use and perception of email marketing in Spain.. Study carried out by Adigital based on a panel of experts from the marketing sector and a panel of users. Without a doubt, the study has corroborated that email marketing is not only necessary, but also booming.
The event was chaired by José Luis Zimmermann, General Director of Adigitalwhich
presented and accompanied the event and later commented on the results of the study. However, the protagonists were the five companies collaborating in the project: Cabestan, Digital Response, MDirector, Splio and nPeople. Representatives of these companies have presented the most relevant trends occurring in this communication channel. They recognise the need to design and adapt personalised campaigns to suit user behaviour. And this user, and according to the speeches of the professionals, shows real interest in email marketing when it does not exceed certain limits.
The key themes of the event were as follows:
- Email in strategy multichannel - Anne-Sophie Mullier, CEO of Cabestan
"It is important to improve the e-commerce strategy of those physical shops".
2. Adapting email marketing to mobile. Tous case study presentation - Jordi Puig, founder of Digital Response
"More than 54% of email opens are done on the mobile channel".
3. First steps towards on big data. Leveraging small data to make decisions - David Olivares, CEO of MDirector
"Email Marketing is still King".
4. How to build customer loyalty by sending them emails without annoying them - Jean-Baptista Boubault, General Manager of Splio
"39% of advertisers consider email marketing to be the number one sales generator".
5. Presentation of the results of the ".Research on use and perception of email marketing in Spain" - José Luis Zimmermann, General Manager Adigital and David Sánchez, CEO of nPeople
"The investment in email marketing accounts for less than 10% of the total marketing budget".
It is worth noting that in this presentation, it has been of great relevance the Multi-device future. According to the study, the main device accessing the internet in 2015 is the smartphone. The reasons for this are as follows:
- High user penetration
- Device with higher opening rate
- A large number of people use it to check their e-mail.
In relation to this result, Jordi Puig, founder of Digital Response, highlighted the importance of the conversion from email to the mobile channel: responsive design. Due to the rise of mobile email marketing, it must adjust to the new circumstances in order to offer the user a satisfactory browsing experience. According to the A/B test Responsive email vs non responsive email As discussed in previous posts, user interactions in responsive email were higher than those that were not. In fact, the results show that the responsive design increased by a further 16% the rate click to open regarding non-adapted emails.
The very growth of this channel highlights the lack of resources that many Spanish companies have to carry it out efficiently. According to the study, the majority of the companies surveyed claim to manage email marketing internally, while recognising that they do not have the necessary resources to do it properly.
There are several elements that are neglected in internal management that make it insufficiently effective. For example, a 51% of the surveyed companies do not conduct any pre-launch testing before launching a campaign.This makes it difficult to know what impact it will have on users. Experts recommend this practice, as they believe that the results of the campaign will depend to a large extent on it. In addition, the level of expertise of email marketers, as stated in the survey, it is elementary toThe level of professionalism required for such campaigns cannot be expected.
In short, there are more and more professionals who consider it essential to adapt email to new marketing strategies and, in addition, to the new devices and needs that predominate today. But undoubtedly, this adaptability must be carried out by professionals and experts in the sector, to enhance and squeeze as necessary a channel with as much potential as email marketing.
