Most marketers rate their brand’s email campaigns as “Adequate” or “Not Effective”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 1:28 PM UTC

The latest Simon Data-ClickZ study highlights how email marketers currently use first-party customer data to create personalised messaging.

The study found 68% of marketing executives rate their brand’s email campaigns as “Adequate” or “Not Effective”. Around 48.5% of marketers do not believe their ESPs integrate with their customer data sources or do not know if they are fully integrated.

Lack of data integration is another major issue that costs valuable time when creating personalised email campaigns. More than 43% of respondents said it takes them four days or longer to access the information needed to launch a campaign, including 14% who said it takes them 11 business days or more.

More than half of respondents claimed that having better access to their customer data would “greatly improve” their ability to personalise their email campaigns. In contrast, nearly half of marketers still use one personalised element per email, and only 12% use real-time data to increase engagement.

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