The European market will increase its investment in email marketing
Posted: Mon Dec 23, 2024 6:31 am
According to a study presented by FEDMA, the Federation of European Direct and Interactive Marketing, marketing departments in Europe will invest more in email marketing next year. Specifically, 66.2% of those surveyed said they would allocate more budget compared to 3% who said they would reduce their investment in email marketing.
72.3% expect to send more emails over the next year, in some cases just increasing the frequency from monthly to weekly newsletters. Respondents have also noticed that there is a higher response and subscriptions when consumers receive certain promotions so they will focus on segmentation and content creation.
Given the low cost and high ROI of email marketing, as well as the economic crisis, email marketing will become a priority channel for companies globally. To achieve ROI, companies must take into account the relevance of campaigns, respect local laws and manage databases well.
Respondents to the study believe that email marketing usage is africa mobile whatsapp number improving, with over half, 56%, expecting their click-through rates to increase over the next year and only 8% of respondents expecting them to decrease. Marketing departments believe their messages are well received, with almost half, 49%, predicting opt-out rates will remain constant, with 22% expecting them to decrease and 18% expecting them to increase.
Bounce rates vary between countries. France, Germany, Spain and Italy have a rate of less than 2% while in Sweden, Norway, Belgium and the UK the figure is around 4-6%.
The campaigns that have the best email opening numbers and click-through rates are those related to surveys, consumer marketing and customer retention campaigns, and the ones that have the worst results are campaigns related to sales and acquisitions.
72.3% expect to send more emails over the next year, in some cases just increasing the frequency from monthly to weekly newsletters. Respondents have also noticed that there is a higher response and subscriptions when consumers receive certain promotions so they will focus on segmentation and content creation.
Given the low cost and high ROI of email marketing, as well as the economic crisis, email marketing will become a priority channel for companies globally. To achieve ROI, companies must take into account the relevance of campaigns, respect local laws and manage databases well.
Respondents to the study believe that email marketing usage is africa mobile whatsapp number improving, with over half, 56%, expecting their click-through rates to increase over the next year and only 8% of respondents expecting them to decrease. Marketing departments believe their messages are well received, with almost half, 49%, predicting opt-out rates will remain constant, with 22% expecting them to decrease and 18% expecting them to increase.
Bounce rates vary between countries. France, Germany, Spain and Italy have a rate of less than 2% while in Sweden, Norway, Belgium and the UK the figure is around 4-6%.
The campaigns that have the best email opening numbers and click-through rates are those related to surveys, consumer marketing and customer retention campaigns, and the ones that have the worst results are campaigns related to sales and acquisitions.