Among some of its advantages, we find that it is a tool that works completely instantaneously , that generates a direct relationship with the brand's subscribers or that allows for immediate feedback on whether what we are doing, as a brand, is actually adequate or not.
However, despite the above, it is true that -even today- there are certain marketing professionals who remain firm in stating that Email Marketing has come to an end. But... in light of this, we ask ourselves one thing: is it that Email Marketing has come to an end, or is it that, on the contrary, the skills that certain companies have are not sufficiently advanced to be able to make the most of the technique?
This issue, which has been a concern for the Mittum team, has also been a concern for Digital Response, so a few months ago they decided to highlight the study “Research on the use and perception of Email Marketing in Spain”.
The objective of this was none other than to highlight the current situation of the business landscape of the Email Marketing sector in Spain , and, as such, today we want to show you its results.
Some of them, due to the passage of a few months, may have fluctuated slightly, but -roughly speaking- these are the percentages within which Email Marketing moves.
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Email Marketing percentages
1-. 57% of brands that use Email Marketing say they do so in order to generate more sales
2.- Nearly 70% of the brands that use the technique implement responsive design in their emails
3.- Less than 50% of brands claim to have mastered the intricacies of Email Marketing
4.- 55% of companies declare that they invest less than 10% of their total budget in Email Marketing
5.- Only 60% of companies that use the technique truly know the economic value it is bringing them.
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Email Marketing percentages
1-. 57% of brands that use Email Marketing say they do so in order to generate more sales
But… it’s not like that! We should cmo email lists know that Email Marketing can provide companies with much more than just selling a product. In fact, the objective of brands should be to be able to attract more and more customers (of course, those within their audience) and turn them into loyal brand ambassadors, that is, loyal users who trust what your brand has to say to them. That is the strongest value that can define a brand. For example, Apple: Apple users have become so loyal to the brand that we encourage you to ask one of them what they would do if their iPhone failed. We’re sure they would tell you that they would never change from an iPhone to an Android! That is, quite simply, what we define as engagement .
2.- Nearly 70% of the brands that use the technique implement responsive design in their emails
Nearly 70% use responsive design, yes… and yet it still seems like too little! Brands must realise, as soon as possible, the real importance of starting their designs with the mobile format, and then adapting it to the rest. Why? Easy: because in the vast majority of cases, users check their personal email accounts via mobile: during breaks, during work breaks, etc. Therefore, it is necessary to adapt the design to this format; a format that wins hands down with any audience.
3.- Less than 50% of brands claim to have mastered the intricacies of Email Marketing
We all know what Email Marketing is, how it works and what its advantages are. Well, the theory seems simple, right? But… who really knows how to get to the bottom of the technique? As with any tool, only by being an expert in it and knowing its tricks perfectly, can we exploit it to the fullest. That is why we always insist that you have in-house professionals who are experts and qualified in Email Marketing; so that they know how to perfectly interpret the results of the tool; to improve its use, or even so that any deviation or strange result is easily located and resolved.
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4.- 55% of companies declare that they invest less than 10% of their total budget in Email Marketing
This figure doesn't really surprise us that much. But, although it may seem small, it isn't! Just imagine that, out of 100% of the budget that a brand has allocated for Marketing, 10% is for Email Marketing. In the case that the company had, for example, a well-defined media plan, in which the same campaign is communicated in different media, such as -for example- in addition to Email Marketing, also television spots, press pages, radio spots, paid advertising on Social Networks, etc... And, out of that 100%, 10% is dedicated to Email Marketing!
5.- Only 60% of companies that use the technique truly know the economic value it is bringing them.
This fact, which surprises and scares us in equal measure, makes us question several things: why do we implement a technique in our company when we don't know exactly the return on investment it is generating? Don't we realize that we are wasting time, resources and money on it? Because if we don't know how to interpret the economic value that it is not generating, we won't know if it is positive or negative.
Therefore, you should not waste any more time on this aspect, and let yourself be advised by the best Email Marketing tools . Because, as you already know, it is a highly efficient technique, but it needs to be treated with professional knowledge, which ensures its greatest benefit.
