KEY FINDINGS #1
Email is more prevalent than ever
Email is an increasingly important marketing tool. Of the marketers we spoke to, 71% sent more emails in 2021 than they had the year prior. As their email volume increases, marketers are also optimistic about how they’re performing across
key metrics like open, click-through, and unsubscribe rates.
Now is the time to stand out.
KEY FINDINGS #2
Building emails is still challenging for many
Today’s customers expect the world from their brands — and that includes personalised, engaging, and responsive emails. Meeting these expectations can be a challenge. Other challenges our marketers face? Implementing new design (45%), prioritising strategic operations (40%), speed to market (34%), and approval processes (32%).
KEY FINDING #3
Marketing teams are becoming even more decentralised
More and more, marketing teams are shifting away from a centralised model. In fact, 34% of our respondents indicated that their team became more decentralised in the last year — and this impacts email and landing page creation. As our teams become more distributed, they need tools that help drive consistency and collaboration.
KEY FINDING #4
Marketers are democratising creativity
Alongside decentralisation, there’s also a shift happening where marketers are empowering more people to be creative. Within email marketing specifically, 51% of marketing teams design their emails themselves. However, as teams are strapped for resources, they’re relying on tools to help them stay creative and collaborative.
KEY FINDING #5
The speed to market keeps accelerating
Despite their many obstacles, marketing teams are finding ways to accelerate the timeline between ideation and execution. Today, 55% of marketers get their emails out to market in minutes or hours, and 39% say the same about their landing page process. While this is great, there’s still room for improvement, particularly in the back and forth of approval processes.
BONUS KEY FINDING
Landing pages are on the rise — but there’s more marketers can do
Marketers built an average 20 landing pages last year, and for 50% of them, that’s more than they did in 2020. However, despite their growing popularity, there’s still 69% of marketers who rarely create landing pages for their email campaigns, and 23% that rely on their web team to build them. As such, there’s room for marketing teams to take more ownership of their landing pages and create seamless marketing experiences.