What’s driving
today’s marketers
2017 EMAIL MARKETING INDUSTRY REPORT
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At Emma, we believe that great marketing doesn’t happen alone. We do our
best work when we’re collaborating, sharing ideas, and learning from one another.
That’s why we surveyed nearly 200 marketers and interviewed over 25 industry
leaders to learn what makes today’s marketers tick. What do they care about
What are they concerned about What are their biggest challenges And more
importantly, how do they solve them
Use this report to inform your own marketing strategy and arm yourself with the
data you need to do the kind of marketing you’ve always wanted. We hope you’ll
find the breakthrough idea that helps you have your most successful year yet.
Emma’s powerful digital marketing platform makes it easy for teams
of all sizes to create beautifully designed email campaigns that drive
results. With award-winning thought leadership, friendly expert services
and thoughtful product design, Emma helps marketers worldwide do
their very best work.
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| EMAIL MARKETING INDUSTRY REPORT3
Marketers feel overwhelmed...and they’re being
asked to do more than ever.
Only 12% of marketers feel like they always meet expectations.
Forget exceeding or surpassing expectations: With a rapidly
changing industry, small teams, and pressure to hit aggressive
business goals, marketers are struggling to simply keep up with
what’s being asked of them.
Marketers have the data they need, but they
don’t have the time.
Few marketers identify lack of customer data as a pain point
for their team, but over 64% point to not having enough time
or enough personnel to do the kind of marketing they would
like. Marketers are awash in data. They know more about their
customers’ behavior and preferences than ever before, but it
doesn’t do much good if they don’t have the resources to act on it.
Marketers are wrestling with conflicting priorities.
The struggle to reconcile customer expectations with
organizational goals is real. Most marketers understand that being
great at marketing means being great at customer service, listening
to customers’ needs, and delivering useful content in a timely
manner. However, marketers’ internal goals aren’t lining up: 68%
say that gaining new customers or increasing revenue are their
ultimate measures of success.
5 KEY TAKEAWAYS FROM THIS REPORT3Today’s marketers have to navigate an ever-changing landscape of channels,
trends, and strategies to be successful – and email marketing is at the center of
it all. Here are the top takeaways from the 2017 State of Email Marketing Report:
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Email is still the king.
No matter how many sexy new channels come along to challenge
the throne, they all come up short. 47% of marketers report that
email generates the most ROI for their organization, and 58% plan
to increase spending on email marketing during the next year. Both
results place email far ahead of any other digital channel – long
may it reign.
But email isn’t being used to its full potential.
Despite email’s importance, many marketers still aren’t taking
advantage of everything the channel has to offer. Email works
best when marketers use their customer data to power targeted
messages. Yet, only 12% say that their email marketing is fully
integrated with their other marketing systems, and nearly a quarter
say that sending personalized email is a challenge for them.
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