In 2016, Ascend2 stated that 54% of marketers say increasing engagement rate is their top email marketing priority.
Due to this shift in priority, it's no surprise that almost all companies have a dedicated email marketing manager in 2019.
However, this role is not new. Email Marketing has been around for some time, and continues to demonstrate how important it is for a marketing team's success.
As the times and technology continue to develop, so does the role.
So, what is an email marketing manager in 2019? How do they operate? How has the role changed?
We surveyed 24 email experts to uncover what makes email marketing managers tick in 2019.
Of our experts, 56% of them have been email marketing managers for over 5 years. This reinforces the importance and popularity of email marketing relative to the digital transformation.
But one may ask, at what point do companies bring on dedicated email employees? How large does the business have to be?
Interestingly enough, 37.60% of our experts work and companies with 1000 or more employees. All the while, 25% of our experts work at companies with 101 - 250 employees.
If all these companies are hiring email marketing managers, and they're able to drive success, what are the characteristics that they have? How are they able to make an impact?
Although it may seem like common sense, successful email marketing managers demonstrate:
- Attention to detail
- Excellent grammar
- Creativity - solution oriented
- Not scared of being wrong
And, they make an impact by:
- Drives substantial contribution of revenue and traffic to the business
- Puts product in front of potential consumers
- Drives strategy and execution for entire email channel
- Produces and nurtures leads for sales
These are extremely important characteristics to demonstrate in any company.
All that being said, what is the point? What is the main goal?
From the expert perspective, 81.25% agree that increasing engagement is the primary goal. However, selling products or services is 56.25% of the goal.
By connecting the dots, it is clear that an increase in engagement will result in more sales, which is why it comes as no surprise as to why this is the primary goal.
So, how do they try and achieve these goals? Obviously, by sending out emails or email campaigns. But, just how many do they send in a given week?
Believe it or not, 68.75% of our experts shared that they send between 5,000 to 9,999 emails per week. Contrastingly, 31% of our experts say they send less than 500 emails per week.
That's a big difference!
With all those emails being sent, who are they going to?
Which type of companies are being targeted?
As you may have predicted, 43.75% of our experts focus on B2C or business-to-consumer companies, whereas only 12.50% focus on B2B or business-to-business.
However, 6% target both, which can be difficult to convert.
In order to convert visitors into customers, some companies focus on building a subscriber base in order to add some value.
Shockingly, 93.75% of all the companies our experts are with have 10,000+ email subscribers!
That is an astounding amount for any company to engage with on a regular basis.
Which begs the question, do these email marketing managers have access to a significant budget?
After connecting with our experts on whether or not they can leverage a significant budget, we were shocked with their responses.
31.25% of the experts we surveyed stated that they have no dedicated email marketing budget, while 56.26% of the experts have a budget of over $1500 per month.
With all that money being put into email marketing every month, are these email marketing managers generating results?
Of all the total leads generated, 55% of our experts stated that 0 - 25% of their leads were generated by their email marketing efforts.
Following that, 25% of the experts surveyed stated that 26 - 40% of their leads were generated by their email marketing efforts.
That is over a quarter of all leads generated! Not an insignificant amount for any company.
In supporting their lead generation efforts, the most effective email marketing managers track and measure success from specific metrics.
But, what is the most important metric to track? How do you know if you're successful?
43.75% of the experts said that CTR (click-through rate) is the most important metric, and 43.75% of the experts stated that Conversion Rate is the most important metric.
As email marketing softwares continue to develop further, we wanted to know how many of the experts surveyed are adopters of artificial intelligence.
Interestingly enough, 87.5% of the experts responded saying they do not currently utilize AI to enhance their email marketing.
So, what is next for email marketing?
As our experts stated, their most common predictions for email marketing in 2019 are:
- AI and machine learning will be more important to providing personalized content to end users
- A continued focus and awareness of the importance of accessibility in email
- More dynamic and interactive emails with additional platform capabilities
According to Statitsa, the number of active email accounts is expected to hit 5.6 billion by 2019.
Which means, email marketing is not going anywhere.