The report was based on the results of a survey of 304 global email marketers (60% US-based; 25% UK; 15% other), 55% of whom work for brands and 45% of whom work for agencies.
Asked how much they think various factors influence email response rates, respondents rated data/list quality first and segment selection second.
Subject lines ranked as the third most important element, followed by cross-device rendering, deliverability infrastructure, and human creativity.
The factors rated as having the least influence on response rates are list size and email service provider (ESP).
Though quality of data/lists, segment selection, and subject lines are rated as the top three email elements both by brand and by agency marketers, there is significant variation in how they order the various factors.
Not surprisingly, agencies view the services they tend to offer—such as data quality services, deliverability advice/infrastructure, and segmentation abilities—as more important than factors they don't control.
However, one of the factors most within human control, subject lines, is actually viewed as being more important by brand marketers than by agency marketers.
About the research: The report was based on the results of a survey of 304 global email marketers (60% US-based, 25% UK, 15% other), 55% of whom work for brands and 45% of whom work for agencies.
Continue reading "The Most Important Elements of an Email Campaign" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs resources related to Email Marketing.
Most Americans say they believe that email newsletters are a good way for brands to communicate with their customers, but also that those newsletters are sometimes manipulative, according to recent research from Storydoc.
Want to get more out of your marketing content? Email newsletters are a proven strategy to improve engagement and build trust with customers. Here are three sets of best-practices.
Most marketers say they plan to either maintain or increase their spend on email marketing in 2022, according to recent research from Litmus.
This infographic from Dooly covers five sales follow-up subject lines that are hard to ignore.
New technology is here that can both improve email domain security and increase email engagement. Learn about how using VMCs can enhance your email marketing.
Some 44% of email marketers say they now consider dark mode during the production of campaigns, according to a recent survey conducted by Mailjet and Ascend2.