Recent data shows email marketing continues to sit comfortably as U.K. consumers’ preferred channel for receiving offers, content, incentives, and rewards from brands. In fact, when it comes to driving sales, email beats paid social and display advertising by up to 128% in the U.K. This is 20% higher than consumers globally, 57% higher than France, and more than double that of Spain (62%).
So who is getting it right, and which criteria are considered critical for a successful email marketing campaign?
Email marketing reigns supreme
According to The Forrester Wave™: Email Marketing Service Providers report for Q1 2022, seven key criteria to effective email marketing are dynamic content, privacy, security, distributed business model support, full-service support, globalization and product vision.
In fact, the report identified Cheetah Digital, a cross-channel relationship management solution provider for the modern marketer, as receiving the highest scores possible across these seven key criteria. It noted that the Cheetah Digital platform is designed to solve global marketer problems, not just offer a suite of functionality.
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Look at your current offering, strategy and market presence
To add some context, this year’s report evaluated 13 email marketing service providers based on 24 criteria, which are split into three categories—current offering, strategy, and market presence.
Cheetah Digital VP of Content Tim Glomb, says in today’s highly fragmented marketing ecosystem, big retailers, banks, and hotel chains want comprehensive relationship marketing, not just email or mobile messaging execution.
“Email marketing is more relevant than ever, but only when executed properly on top of a
secure infrastructure,” he explains. “We position our overall value, product strategy, and workflow as creating value through key stages of a customer’s brand relationship: acquisition, engagement, and loyalty.”
Who is getting it right?
As an example, in working with American Airlines, the company saw a 50% email open rate and 84% completion rate (of the Experience using the Cheetah Digital Customer Engagement Suite.
“We have a great relationship with Cheetah and we’ve been on the messaging platform for a while. So this was a good opportunity for us to see what else is out there in the Customer Engagement Suite from Cheetah,” Ein Lomers, Senior Manager, Marketing Comms Planning & Owned Channels, American Airlines.