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18 October 2021
Email marketers' priorities shift to data
Data managementEmail marketing
Issues around budgets and resources have regularly been cited as the main challenges facing email marketing, but data from the Data & Marketing Association (DMA) shows that has changed during the course of the pandemic with difficulties around data coming to the fore.
Why it matters
The pandemic has forced many brands to think differently, a process that has also presented marketers with fresh concerns. There is now increased awareness of the challenges around the technology required to collect, manage, and utilise the insights data can provide.
Concerns around the lack of data, access to it, or its quality, were mentioned by half of respondents (52%) to a DMA survey – an increase of 10% year-on-year.
The proportion of marketers citing ‘limited budget’ as a challenge has fallen from 44% in 2020 to 29% in 2021.
Around half of marketers report increases in many email key metrics in 2021: list size (51%), delivery rates (43%), open rates (48%), and click-through rates (46%) have all increased.
“The better the quality of data and technology to analyse it, the more accurate insights we acquire about prospective and existing customers, which leads to more informed decisions that benefit businesses, and most importantly, their customers” – Tim Bond, head of insight at the DMA.