Global ESP GraphicMail recently conducted a client survey among email marketers. They’ve shared some of their findings.
The survey was conducted among clients in three of their key markets – the United States, Canada and South Africa – giving a broad indication of email marketing in not only technologically advanced countries, but also in an emerging market. Samples were drawn not only among established clients, but also among clients who had signed up with GraphicMail during the last six months, as well as trial users (those clients that are currently signed up for a 60 day free trial account).
A total of 4913 surveys were sent out via email , with a completion rate of 10%. – – that’s almost 500 email marketers, ranging from small businesses to corporate clients and non-profit organizations.
Small businesses and entrepreneurs
Email marketing is often promoted as an ideal tool to market small businesses and support business growth in such ventures. Survey findings supported this idea, with over 50% of new and trial clients indicating that they use email marketing to run bulk email campaigns for their own business70% of these clients fall in the age group of 31 – 59.
First choice for email marketing
When asked whether they had ever used email marketing before signing up with GraphicMail, a staggering 48% of clients indicated that they had attempted to run their own email campaigns – using Outlook. (28% had never implemented email marketing before.) Of course, managing a bulk email campaign through an email client like MS Outlook does not offer the same options in terms of automated tools and tracking campaigns; it also doesn’t achieve the same high delivery rates.
Asked what they expect to gain from using an ESP, 45% expected fast, automated email campaigning, with 33% hoping to get more tips and assistance with designing their email newsletters. While it seems clients do make use of help files and alternative support tools, interactive support (via telephone or live chat) remained the most popular.
Most popular email tools
Interestingly, subscriber segmentation was ranked as the most-used tool among these email marketers, which seems to indicate that calls for more relevant content and targeted campaigns are being heeded. Not surprisingly, most marketers personalize their campaigns. A disconcerting find is that 26% of users don’t make use of an A/B split testing tool. This is worrying because it indicates a lack of testing and evolving campaigns – and if you’re not testing, you’re not trying. An email campaign can only yield results if it evolves with its subscribers, adapting to their changing preferences.
Why they chose GraphicMail
60% of clients chose GraphicMail because of their affordable, flexible pricing structure, with 33% characterizing them as “a trusted, long standing email marketing service provider”.
About GraphicMail
Quattro Internet Solutions (Ltd) t/a GraphicMail’s hosted email marketing solution is used by customers such as Cosmopolitan, SA Airlink, Europcar and the American Medical Association since 2002. It is available in ten languages and is represented by over 17 offices globally.