Home » Business » How we do email marketing in Spain (Digital Response, 2020) – Marketing 4 Ecommerce

How we do email marketing in Spain (Digital Response, 2020) – Marketing 4 Ecommerce

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Email marketing is one of the techniques most important of digital marketing to communicate effectively with customers, although it seems that companies are not quite experts in this area. A recent study, where the most significant email marketing trends in Spain are evaluated, affirms that a 58.6% of companies recognize that they only have a medium domain of this commercial strategy, compared to 18.6% who declare having advanced skills.

Interestingly, with the same percentage (58.6%), companies report that the lack of resources —Whether due to lack of staff or time— is the main reason why your campaigns do not work with this technique. It could be, then, that a lack of optimization of resources, added to the lack of expert skills become two of The main problems What companies face when it comes to getting the most out of their email marketing campaigns.

Reasons why email marketing objectives are not achieved (Digital Response, 2020)

Use, perception and trends of email marketing in Spain

These are some of the conclusions reached by the company specialized in emailing and marketing automation, Digital Response. More accurately, in your report “Research on the use and perception of email marketing in Spain” about the use, perception and trends of email marketing. To carry it out, they surveyed 70 companies from all sectors and regarding all aspects of how they use this business communication technique and the performance they get.

The results and conclusions that we present below have allowed us to contribute an X-ray of the status and trends of email marketing currently. We see it in detail.

What are the best indicators to measure the impact of an emailing campaign

Among all the information that this study reveals on trends and performance in email marketing, it stands out that the vast majority use the same metrics to measure the success of your campaigns. More than three-quarters of the companies declare that the Click Rate, Open Rate and Conversion Rate, are the most significant indicators when evaluating the results and performance of email marketing.

In fact, absolutely all companies recognize use at least one of these three metrics mentioned to measure the impact of your business shipments.

Open, Click and Conversion Rate, in positive trend

The great thing about this is that these metrics also give marketers good news because in the overall of the year have better numbers than in 2019. For example, the proportion of companies that say their Open Rate (percentage of emails opened has increased) has increased. increased 16 points in the last year (up 61.4%), while companies that have increased their Click-Through Rate (user click-through rate) have also has grown 10 points. Specifically, up to 50%.

If we refer to the Conversion Rate (percentage of users who have completed the required action) there are diversity of opinions. Around 47% of companies report that it has been maintained compared to 2019, although another 44% confirm that it has grown by 10%.

Degree of satisfaction of companies with email marketing

As has been said more at the beginning, the notable difficulties regarding email marketing have more to do with a lack of specialization and resources than with how it really works. As can be seen in the graph, most of the companies, 50% would rate their satisfaction around remarkable with the results obtained with commercial emails. We also see reflected that the lowest percentages would be in the suspense (and excellent) range.

What grade do companies give to the performance of their email marketing campaigns (Digital Response, 2020)

Trends in email marketing: how much do Spanish companies invest?

And continuing with what was said in the previous paragraph, it could be deduced that companies trust emailing. And other data obtained on email marketing trends in Spain they corroborate and reinforce it. Indeed, only 1.4% will invest less in email marketing in the next year, a figure even lower than in 2019 (6.3%). The vast majority bet on maintaining (54.3%) or even increasing (44.3%) the budget allocated to these actions.

Although for the majority the investment represents less than 10% of their total budget —which is also maintained if we compare it with the previous year—, increases the number of companies that invest between 40% and 60% of your funds in emailing. In 2019 it was 1.2% and in the last 12 months it has grown to 7.1%.

Marketing budget dedicated to email marketing (Digital Response, 2020)

Anyway, it is curious to observe in this study about the marketing trends that More than 40% of companies (42.9%) are unaware of the income generated attributable to email marketing. Another 28.6% dare to say that it is 10%.

. Total revenue generated by the digital business attributable to email marketing (Digital Response, 2020)

In summary, the Digital Response report on trends in email marketing puts on the table, among other things, the difficulties faced by Spanish companies regarding emailing. And these problems are more focused on the lack of resources and investment than on the effectiveness of this digital marketing technique itself.

Picture: Depositphotos

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