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Email marketing

Marketer email tracker - research by the DMA

09 Feb 2018 by Sophie Lambert-Smith

Yesterday I had the chance to attend one of the DMA’s fabulously informative events.

 Strolling along the bank, with the early sun rays accentuating London’s gorgeous architecture, I couldn’t help but have a spring in my step. 


This feeling was only left heightened after the ‘Marketer email tracker’ event.  So, if your Thursday in the office has left you feeling a little less inspired, here are some of the juicy take away points from the morning. Enjoy! 

Some sensational stats from the DMA to get you thinking… 

75% of consumers associate good email with useful information. 

80% of consumers say emails aren’t useful. 

50% of people don’t open emails at work. 

53% of emails are opened on a mobile device. 

GDPR and Email Marketing 

With only 3 months till the big day, the GDPR couldn’t be left undiscussed. 

It was interesting to find out that ¾ of email marketers feel they are prepared for GDPR. 


When asked how the new law will impact their current email marketing programme, 

38% of B2B marketers felt that GDPR would have a negative impact, 

Whilst 32% believed it would have a positive effect. 

Compared to B2B marketers, B2C marketers had a more positive outlook on how GDPR would impact their email strategy. 

Email Marketing Challenges  

To achieve full optimisation, email marketers must make their way over several hurdles. This is clearly reflected by the vast range of challenges that email marketers feel they are facing in the graph above. 

The top 4 challenges for 2017 were: 

Limited internal resources 

Limited budget 

Inefficient internal processes  

Lack of data

The challenges which have developed most since 2016 are:

Limited budgets

Inefficient internal processes 

Outdated in-house technology 

Email Marketing Goals 

Clearly your email marketing goals should reflect your businesses goals, as well being in line with your marketing departments objectives. However, these top 4 goals are pretty generic and will be on most marketers’ lists.

The Top 4: 

Create sales 

Drive engagement 

Build customer relationships 

Develop brand awareness 

What Email Is Best Used For 

B2B’s top 3 uses for email marketing: 

Brand Promotion 



B2C’s top 3 uses for email marketing: 


Brand promotion 


Email Split Testing 

Email split testing is a really powerful and simple way to optimise and boost your email campaigns results. 


However the DMA’s research shows that email marketers are majorly missing out on reaping the rewards that split testing has to offer. The results show that:

47% of email marketers conduct split tests on under a quarter of their campaigns, which has increased by 7% since last year! Guys c’mon! 

24% are testing between a quarter and half of their campaigns, which has gone down by 6% since last year. 

10% test between half and three quarters of their emails, which has gone down by 4%

Finally, 19% of marketers are testing over three quarters of their email, which has increased by 3% since 2016. High five to all these marketers! 

So from assessing these results, it shows that email marketers are finding less time to conduct split tests. How will you ever know what’s working?

Achieving Your Objectives With Email Marketing 


The top email content which email marketers think helps achieve their campaign objectives are: 


Branded content 


However, it really gets interesting when you compare this with what consumers like to receive. It shows that marketers and consumers are not always on the same page.


Message types to use: Based on what consumers want 


Free samples

Free delivery 

Perhaps these results are not so surprising, as who doesn’t like a freebie ay? But this data shows that consumers are not concerned with receiving any of the below via email: 

Videos/ articles produced by the brand which can be found on their website

User guides 

Advance notice of new products 

As Nick Crawford from Travelodge went on to say, content that we provide our audience with must be relevant for what they are interested in, otherwise they will see no value in your hard efforts. 

The Unsubscribe Process: 


One of the final points which was discussed was the unsubscribe process. 

39% of email marketers will stop sending all emails to the recipient once they have unsubscribed. A decrease since 2016 of 3%

39% will immediately stop sending marketing materials, but will still allow the recipient to receive transactional messages. This technique had the largest YOY increase, with a 12% increase. 

9% will not take immediate action but will wait until they next process the data, these customers will still receive transactional emails. This figure has stayed the same since 2016. 

7% will take the customers through to a preference centre so they can change the type of emails they want to receive; this figure is the same since last year. 

Only 2% of businesses ask customers for their opinion to understand why they are unsubscribing 

58% of consumers said they didn’t want to hear back after unsubscribing, however marketers may be missing out on a trick where consumers have said they are open to being directed to a preference centre / survey. 

A recurring point of importance throughout the morning was split testing, with the DMA highlights that 47% of brands are only testing 1 in 4 emails; the panel went onto discuss their top tips for split testing: 

Tim Bond- Do more of it – it’s the best way to interrogate data. 

Nick Crawford – Be brave, don’t frame tests around assumptions. Travelodge had a 9% increase in CTR with personalised content compared to non-personalised. 

Catherine Loftus - Test 1 attribute at a time to be able to clearly see what works for your audience. Organise in your mind priorities for testing by working out what is High impact / low effort, Low impact / high effort etc. 

Matthew Slaymaker:  Pre-header text must be utilised in the testing phase, it’s one of the first things your audience will see.

There was a buzzing atmosphere left in the building as the future of email marketing is an exciting and positive picture– email is an essential component for any marketing campaign and it doesn’t look like that will be changing any time soon.  

Email marketing can be integrated seamlessly, it’s a universal touchpoint, it may have barriers ahead of it in terms of GDPR, but this should be seen as a positive opportunity. At the end of the day GDPR is a best practise which we should all be attaining. 

I hope you’ve found these key take away points insightful. 

Tags: DMA Research Email Marketing

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