Welcome back to the work week. Here are a few of the top stories in email marketing news:
21% of marketing emails aren’t making it into consumer inboxes
A study from Return Path reports that only 79% of worldwide email marketing messages reached their intended destination in the past year — a 4% decline over last year.
Those that didn’t make it into consumer inboxes were delivered to spam folders or not at all.
Even the best performer — the UK at 82% — saw a significant decline of 5%. US marketing emails only reached inboxes 76% of the time.
Only 17% of email marketers use personalization
Business 2 Community published some email statistics that should get marketers re-thinking their current strategies. Some highlights:
- Only 13% of UK and 17% of US email marketers use personalization (Mailjet)
- 80% of consumers will delete an email if it doesn’t look good on their device (Litmus)
61% of marketers plan to use open-time personalization
There are many options to choose from when you’re considering moment-of-open personalization in your emails. But establishing a plan for long term analysis and success metrics should be the first step in your strategy.
ClickZ offers some key questions to ask when you’re developing your plan, like, what’s the main objective of your messaging — selling, loyalty, social proof?