158 companies from more than 20 different sectors participated in this 3rd edition of the study . The process was as follows: through a survey, the business landscape and user behavior with email marketing, the tactics and strategies used and the evaluation of the results obtained were analyzed.
We asked the participants about many questions, but in this post we will only give you a small taste of what you will find in the studio.
Objectives pursued with email marketing actions
The 2019 study shows that the most sought-after objective with email marketing is to generate sales (47.47%) , followed closely by generating leads (46.83%). The other remaining objectives gmail email list would remain in the background with very equal percentages, except for Lead nurturing , which would remain in last position with 23.43% .
Segmentation used
When asking companies about the type of information they use when segmenting, we saw that the vast majority use sociodemographic (56.96%) and behavioral (50.63%) data .
More and more companies are concerned about getting to know the users in their database well in order to address them in a much more personalized way, thus increasing the chances of having a positive impact on them.
Email Personalization
Segmentation allows us to obtain information about users which, as we mentioned above, will be very useful for personalising the different fields that make up an email. The Subject (58.86%) and the Name of the recipient (57.59%) are the two areas most personalised by the companies that participated in the study. This is because they are the first items that the subscriber sees in the email or, in other words, the email's cover letter.
Shipping frequency
The frequency of sending email campaigns usually varies depending on the company's sector or its needs. However, the vast majority of them agree on sending 2 to 3 emails (28.48%) or 1 email (25.32%) per month. Therefore, the tendency to saturate the subscriber's inbox with communications is far away.
Responsive design
The percentage of companies that declare that they are adapting their emails to mobile devices has gone from 69.74% in 2017 to 75.32% in 2019 , a significant and very positive change. Therefore, many companies are implementing responsive email design, which improves the user experience, does not affect deliverability, increases the ClicktoOpen rate and increases the chances of conversion.
In the study we have also dedicated a space to analyze the main metrics of the sector: opening rate, click rate and conversion rate , which have been compared with those obtained in 2017.
You can download the 2019 study here . It is completely free and you will surely find it interesting. We also encourage you to download the previous edition (2017) . This way you can compare the results and conclusions drawn with those we have obtained this year. Without a doubt, you will have a very real picture of the state and evolution of email marketing in Spain.
