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Marketers at large companies plan to focus their email strategies more on automation and mobile-friendly design in the year ahead, according to recent research from OMI and Ascend2.

The report was based on data from a survey conducted in July 2022 among 133 marketers at enterprise companies (firms with 500 or more employees).

Respondents say the top email trends they plan to embrace as part of their strategies are automation (64% plan to include in their email program in the year ahead), mobile-friendly design (59%), and personalizing messages beyond simply the recipient's name (54%).

Email trends that enterprise marketers plan to focus their strategy on

Enterprise marketers say their biggest challenges with their email programs are increasing engagement (59% cite) and measuring performance (47%).

Enterprise marketers' biggest challenges with their email program

Respondents say the most important tests they perform on their email programs are on personalization beyond the recipient's name (39% cite as important) and timing and frequency (38%).

Most important email tests that enterprise marketers say they perform

Enterprise marketers say the most useful ways to use AI as part of their email marketing programs would be for retargeting (39% cite as useful) and to better understand the customer lifecycle (39%).

Most useful ways to use AI for email marketing

About the research: The report was based on data from a survey conducted in July 2022 among 133 marketers at enterprise companies (firms with 500 or more employees).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji