76% of businesses can directly link email marketing to their success

Most businesses consider their own email marketing to be successful, despite it being under-resourced and too focused on open rates and clickthrough metrics.

Research from email marketing platform Mailjet by Sinch has found that more than two thirds of businesses attribute some of their success to email marketing, highlighting it as an effective performance tool for business growth and building customer relationships.

The Inbox Insights report identified that almost 60% of global businesses consider their own email marketing programs to be successful. This is in spite of a significant number of respondents citing lack of time and focus (32.7%) and lack of internal support (26.7%) as some of the biggest constraints to their email marketing’s effectiveness.

Among respondents’ most popular metrics for measuring a successful email marketing program were open rate (42.7%), click through rate (42.1%) and conversion rate (26%), which, according to Kate Nowrouzi, VP of Deliverability & Product Strategy at Mailjet by Sinch, shouldn’t be solely relied upon.

She said: “Popular metrics like open, clickthrough and conversion rate aren’t perfect.

“They can be unreliable, limited in scope and hard to standardise. We typically recommend a mix of these and other metrics — like inbox placement rate or read/skim/delete rates — to provide a stronger gauge of success.”

Future proofing your email marketing

It’s important to note that the AI revolution appears to be creeping into email marketing too, with 13.7% of email senders planning to leverage AI-powered tools in 2023, a figure with the potential to grow if AI proves to be useful.

In order to facilitate future success, the study found that improved deliverability, strong design and copy and a cohesive strategy to be the most highly prioritised tactics among respondents. These are viewed as the best ways to achieve the most effective content distribution, transactional communication and overall facilitation of selling via promotions.

However, objectives such as delivery rate and inbox placement didn’t rank particularly well in the survey (5th and 9th respectively), and just 21.3% of respondents listed customer loyalty as a key objective.

This indicates that some important areas of email marketing are currently being neglected by senders, and in order to achieve ongoing success, some strategic adjustments may need to be made.

Considering that, according to the study, 41.8% of businesses believe email will have the best ROI of any marketing channel during an economic downturn, added investment into effective email marketing may be worthwhile.

Josh Odom, President of Sinch Developer and Email said: “Email is a powerhouse communication tool that, with the right strategy, partners and tactics in place, can drive business results.

“While budgets are fluctuating with today’s economic climate, it’s clear email is integral to companies’ business goals, and tools available to streamline email delivery, development and design processes can ease workloads on strained marketing teams.”