电子邮件市场调研报告2015.pdfVIP

MARKETING PRACTICES AND PERFORMANCE BENCHMARKS Email Marketing Trends SURVEY SUMMARY REPORT TABLE OF CONTENTS Raising click rates a constant challenge 4 Most important objectives 5 Rating email marketing success 6 Most useful metrics 7 Most challenging obstacles 8 Most effective methods 9 How CTRs are changing 10 Most difficult methods 11 Email marketing resources used 12 Effectiveness versus difficulty 13 Survey methodology and demographics 15 About Ascend2 16 3 MOST IMPORTANT OBJECTIVES Marketers strive to create captivating messages and offers that will increase engagement with email campaigns – the most important objective of an email marketing strategy. An engaged email recipient is more likely to click on a call-to-action, also resulting in an increase in leads generated. 5 RATING EMAIL MARKETING SUCCESS Email is a prevalent marketing channel considered successful to some extent by 89% of survey respondents. In fact, 28% rate email marketing “very successful” at achieving important objectives – a high mark for any marketing channel. Only 2% consider it “very unsuccessful”. 6 MOST USEFUL METRICS Tracking click-through rates is the most useful metric for measuring email marketing performance or success. If recipient