A recent study about global email marketing, performed by Lionbridge, resulted in the following 5 findings:
- Email marketing owners
- Email deliverability
- Customer experience, preferences and privacy
- Localization best practices
- Responsive design
Email marketing owners
The majority of businesses have a global email strategy centralized at corporate headquarters (64.1%) with marketing operations (40.2%) or digital marketing (34.3%)owning email.
Email is used for customer engagement (74%) mostly, specifically for product announcements (71.3%) and customer acquisition/product sales (63.3%).
Of all companies, 45% have no clear strategy for managing email frequency. However, 56.1% combine email marketing efforts with social media, content marketing and CRM integration.
Email deliverability
Global email marketing programs are primarily executed internally, with 35.6% performed from an email marketing system and 31.4% from a marketing automation system.
In 41% of the cases separate teams make use email marketing.
Customer experience, preferences and privacy
Buyer profiles are aplpied to databases for targeting en segmentation in 47% of the cases. Six out of ten businesses limit the touch points per time period. 26.1% of email marketers rely on the management of privacy by their email system.
Localization best practices
A list of regional preferences is maintained by only 25% of the respondents. If elements are customised then it would be copy (57%), web links (53%), images (47%), brand messaging (45%) or calls to action (43%).
Responsive design
The majority of organisations are still not using responsive design (67.7%) in their email design.
About the author
For over a decade Walter van der Scheer has been involved in email marketing, for local stars and global leaders like Mitsubishi, Toyota, Exact Software, Moleskine, Intercontinental Hotels and Manchester United. +
