E-mail Marketers Focus on Creative Over Lists
Of the 152 senior executives surveyed by consultancy the E-tailing Group earlier this year, 85% said that they were working on creating compelling messaging to boost their e-mail marketing response. Three-quarters said they were improving their e-mail creative in order to improve their results. The results are from E-tailing Group’s Ninth Annual Merchant Survey.
List-related efforts took a back seat to creative, with 68% trying to improve their segmentation and 65% working to grow their lists. Just over half (57%) said they were conducting A/B testing, and only 53% were implementing triggered e-mail campaigns.
As for the type of content that makes up respondents’ e-mails, 89% said their own company’s branding (which makes you wonder what the 11% put in their messages), and 88% said information about sales and promotions; 82% use e-mail to introduce new products. Nearly half (45%) said they include some sort of social media content, while only 10% include mobile applications.
