Five findings about global email marketing practices

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A recent study about global email marketing, performed by Lionbridge, resulted in the following 5 findings:

1. Email marketing owners
2. Email deliverability
3. Customer experience, preferences and privacy
4. Localization best practices
5. 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. +