Majority of Businesses Consider Email Programs Vital to their Success —Despite Being Under-resourced

Email marketing programs are hair-trigger for merchantry growth and strong consumer relationships, equal to a Mailjet by Sinch survey of over 3,200 email senders. The 2023 Inbox Insights report found that 76% of senders can directly connect email marketing to their organization’s success. However, lack of time and focus (32.7%) as well as lack of internal support and investment (26.7%) are among the biggest constraints for respondents.

Nearly 60% of global businesses consider their email marketing programs successful. When asked which metrics are most important for measuring the success of an email program, respondents selected unshut rate (42.7%), clickthrough rate (42.1%), and conversion rate (26%) as their top three.

“Popular metrics like open, clickthrough, and conversion rate aren’t perfect,” cautioned Kate Nowrouzi, VP of Deliverability & Product Strategy at Mailjet by Sinch. “They can be unreliable, limited in scope, and nonflexible to standardize. 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.”

Other takeaways from the survey include:

• Tactics contributing most to email success: 34.4% pointed to improving deliverability as well as strong diamond and copy, followed closely by a cohesive strategy (32.1%). Despite deliverability stuff a top success factor, wordage rate and inbox placement rate were ranked fifth and ninth respectively as success metrics, suggesting increasingly senders need to focus on this area.
• Top goals for email programs: Content distribution (49.5%) was the top objective for senders, followed by transactional liaison (35.3%) and promotions and selling (30.5%). In the current merchantry climate where consumer retention is just as important as acquisition, there is an opportunity for email marketers to hoist onboarding (17.3%) and consumer loyalty (21.3%) as key objectives.
• Constraints to email success: Standing out in the inbox took the top spot (37.3%), with inbox placement issues (32.7%) and lack of time/focus (32.7%) tied for second. Lack of support/investment came in fifth globally, but it was the top limitation in the U.S., with nearly 40% of senders citing it as an issue.

Looking toward 2023, survey results show senders are focusing on personalisation (41.3%) and subscriber segmentation (34.9%) to modernize their programs. Notably, 13.7% plan to prefer AI-powered tools this year, which could help underfunded teams succeed increasingly with limited time and resources. Considering that 41.8% of businesses believe email will have the weightier ROI of any marketing waterworks during an economic downturn, there has never been a largest time to focus on email.

“Email is a powerhouse liaison tool that can momentum merchantry results with the right strategy, partners, and tactics in place,” said Josh Odom, President of Sinch Developer and Email. “While budgets are fluctuating with today’s economic climate, it’s well-spoken email is integral to companies’ merchantry goals, and tools misogynist to streamline email delivery, development, and diamond processes can ease workloads on strained marketing teams.”

Survey Methodology

In November and December of 2022, Mailjet by Sinch surveyed customers wideness the Sinch Email portfolio to collect insights and benchmarks on strategy, tactics, processes, measurement, and degrees of email program success. The results include responses from increasingly than 3,220 completed surveys.

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