This is the state of Email Marketing in Spain

Did you know that the 47.47% of companies do not achieve email marketing objectives due to lack of internal resources? Yes, interesting and revealing data like this is what you will find in the 3rd edition of the study. Research on the use and perception of email marketing in Spain 2019 which we have published in Digital Response.

The participants in this 3rd edition of the study were 158 companies from more than 20 different sectors. The process was as follows: through a survey, we analysed the business landscape and the behaviour of users with email marketing, the tactics and strategies used and the evaluation of the results obtained.

We have asked participants many questions, but in this post we will only give you a small taste of what you will find in the studio.

Objectives pursued with email marketing actions

The 2019 study shows that the most popular objective for email marketing is to generate sales (47,47%)followed closely by that of generate leads (46,83%). The others would remain in the background with very equal percentages, with the exception of the Leadnurturingwhich would be in last position with a 23,43%.

Segmentation used

When we asked companies about the type of information they use when segmenting, we found that the vast majority used socio-demographic data (56,96%) ybehavioural (50,63%).

More and more companies are making a point of getting to know the users that make up their database in order to target them in a much more personalised way, thus increasing the chances of having a positive impact on them.

Email personalisation

Segmentation allows you to obtain information about users which, as we mentioned earlier, will be very useful for personalising the different fields that make up an email. The Subject (58,86%)  and the Name of addressee (57,59%) are the two areas most personalised by the companies that participated in the study. To be sure, this is because they are the first items that the email subscriber sees or, in other words, the letter of introduction of the email.

Frequency of dispatch

The frequency of sending email campaigns usually varies depending on the sector of the company or its needs. However, the vast majority of them all agree on sending 2 to 3 emails (28,48%) o1 email (25,32%) per month. Therefore, the tendency to saturate the subscriber's inbox with communications is a long way off.

Responsive design

The percentage of companies reporting that they are adapting their emails to mobile devices has increased from 69,74% in 2017 to a 75,32% in 2019This is a significant and very positive change. Therefore, many companies are implementing responsive email design, which improves the user experience, does not affect deliverability, increases the ClicktoOpen rate and increases the chances of conversion.

In the study we have also dedicated a space to analyse the main metrics of the sector: open rate, click-through rate and conversion ratewhich have been compared with those obtained in 2017.

You can download the 2019 study here. It is completely free of charge and is sure to be of interest to you. We also encourage you to download the previous edition (2017). This way, you will be able to compare the results and conclusions drawn with those we have obtained this year. Without a doubt, you will have a very real picture of the state and evolution of email marketing in Spain.