Every third German company doesn't care about email newsletters at all
Many German companies neglect email as a marketing tool. In fact, 27 percent of companies do not send email newsletters at all. One in two companies uses insecure forms or allows emails to be sent from fake addresses.
This is the conclusion reached by the Absolit Consulting agency in its "Email Marketing Benchmarks" study. For the study, 3056 companies from 67 sectors were analyzed according to 66 criteria. The consultants found a considerable lack of innovation and creativity when it comes to email marketing.
Focus on automation
According to the study, the main challenge for email marketing across all sectors is the introduction of automated processes. There is still a lot of room for improvement in many companies. For example, two thirds of new email newsletter readers are not greeted, although welcome emails sometimes result in the highest open rates, according to Absolit.
However, the consultants also identified industry-specific differences. Cosmetics and children's goods retailers are best at using email marketing as a tool. They received top marks in all the categories examined. Bringing up the rear are energy suppliers and financial service providers. B2B companies also seem to be less aware of the untapped potential.
Positive aspects of mobile devices
However, the study also revealed some positive results. For example, many companies were able to score mobile optimization as a plus point and are doing justice to the increasing importance of mobile devices with the help of appropriately optimized emails. 72 percent of the newsletters examined were also easy to read on smartphones and 80 percent of the landing pages are mobile-optimized.
However, there are two catches when it comes to subject lines and teasers, of which only 36 percent can be displayed without problems. "Marketers are making a serious mistake here. The subject line in particular plays a central role, as the reader decides whether to read the email at all," emphasizes consultant Torsten Schwarz from Absolit. "If the pre-header is not displayed correctly, the email ends up in the wastepaper basket." A short version of the study is available at Absolit.de/studies/e-mail-benchmarks as download. (pte)
