Top Brands' Email Marketing Practices in Focus
Mailjet has released results from a study of email marketing practices in the U.S., France and Germany and in so doing uncovered some interesting trends among top brands and how tactics differ internationally.
Perhaps most interesting is the global recognition of the importance of email. In its study of 300 marketers from mid-sized and large companies, Mailjet revealed that 76 percent of U.S. marketers believe email use will increase or stay the same in the next five years, compared to 81 percent for French and 83 percent of German respondents.
Additional highlights from the survey include:
+ Eight out of ten companies, including 85% of American companies, are familiar with current spam regulations, though only 59% of companies have reviewed their country's spam laws in the past six months.
+ Seventy-three percent of American and 70% of French experts say email marketing is very or extremely important to their overall strategy, compared to 61% in Germany.
+ Over 20% of French and 23% of German companies have never used A/B testing in their campaigns, compared with just 7% in the U.S.
+ 29% of German companies personalize emails by including past customer preferences, as opposed to 17% of American and 13% of French firms.
"Email remains the only way to send personalized messages to customers on the large scale that companies require," said Alexis Renard, CEO of Mailjet. "As marketers, our challenge is to habitually innovate how, when or what type of emails customers receive. These survey results not only teach us how marketers must expand to new geographies, but also help us design features which address the distinctive needs that each marketing campaign may have."