The Return on Email Marketing Maturity: A Framework to Improve Results

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Sponsored by Adobe Campaign

    Written by David Daniels and Nicholas Einstein Adobe, Personalization, Sophstication, Email Marketing

    About: Published in October 2017, The research from The Relevancy Group and Adobe illustrates the benefits of improving the sophstication of email marketing and the results related to that. 

    Key Questions:

    How has email marketing revenue contribution improved year over year?
    How are consumer expectations driving marketers to become more relevant?
    Which tactics do marketers need to utilize to improve  the customer experience?
    What defines a basic, dynamic and contextual email marketer?
    What is the revenue impact of advancing email marketing maturity?

    Key Findings: 
    • Fifty-five percent of consumers state that they like email marketing offers that include products and offers that are relevant to them.
    • Year-over-year mean email marketing revenue contribution as tracked by The Relevancy Group has increased 24 percent from 17 percent in 2016 to 21 percent in 2017.
    • Fifty-two percent of email marketers still utilize classic basic tactics, but the rest are moving on. These marketers indicate that the channel has become highly effective.
    • Marketers must increase their budgets, invest in analytical and IT resources and adopt the tactics that will advance their sophistication and results.
    • In every way, The Relevancy Group survey data correlates performance and revenue improvement to the tactics prescribed in The Email Marketing Maturity Framework.
    The Research: 9 pages, 7 graphics, 3050 words
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