Basic segmentation ranks as the most broadly adopted email marketing practice among company marketers, according to the annual Email Industry Census from Econsultancy and Adestra. Some 82% of respondents worldwide (though predominantly from the UK) use basic segmentation, up from 80% last year.
Most decision-makers agree that segmentation is important to their email marketing efforts, a separate new report finds, with 88% say it would have an impact on customer focus.
The Econsultancy and Adestra survey results also indicate that it’s become common practice for marketers to optimize email for mobile devices: 70% already do, and another 18% are planning to do so. In fact, mobile optimization takes less time than other email-related activities including reporting, data and strategy and planning, per the survey’s in-house company marketer respondents.
However, strategies for optimizing email marketing for different devices continue to be fairly basic. Far fewer this year (10%) than in 2014 (22%) say they have no such strategy, but for the vast majority these strategies are “basic” (40%) or “moderate” (34%) as opposed to advanced.
Marketers are employing a variety of strategies to optimize email for different devices, most commonly by creating a responsive email template (66%), adapting email design to have a simpler template that renders well on all devices (59%) and through shorter subject lines (59%). Read the rest at MarketingCharts.
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