Article

Sophia Skinbjerg
Sophia Skinbjerg 8 August 2016

The 6 Best Email Tactics to Take Your Business Sky-High

The question has no doubt crossed your mind: what email tactics should you be using? This recent study reveals the 6 best email tactics from 300 marketers.

Where’s the data coming from?

The research comes from Bronto, who surveyed 300 marketers who work for e-commerce companies all over the world. The participants were asked how many marketing tactics they use and to rate the effectiveness of different email tactics.

What’s the average number of marketing tactics used?

The study kicks off by asking how many marketing tactics e-commerce marketers are actually using. Participants had to choose from 21 pre-listed tactics and specific whether they were currently running, planned to or were not interested in the tactic. The results were then grouped based on industry and company size. Take a look at the results below:

The 6 best email tactics to take your business sky-high

The 6 best email tactics to take your business sky-high

What’s interesting to note is that both small and medium-sized companies are running more e-commerce marketing tactics than large companies – which seems the opposite to what I would have expected. I’d expect many marketers to also think that the larger the company, the more marketing tactics they can (afford to) employ. The report gives a couple of explanations as to why this might be the case, including;

  • lack of flexibility to quickly deploy tactics in larger companies
  • larger companies might make use of traditional marketing tactics not in the 21 pre-listed tactics

Taking a look at the average number of tactics used by industry, apparel is number one with an average of 8.5 tactics used. Pretty much what I expected knowing that the apparel and fashion industry is likely the most aggressive in marketing tactics. However, I did expect sporting goods and personal care industries to also be punching around the 8 mark as well.

Does more staff equal more tactics?

Given what I had previously expected about larger companies, does the same ring true for the number of staff versus number of tactics? Well yes, but only marginally. The report found that if you have more people working on a particular tactic, the more you can do within that tactic. However, the more people you add to the team, the ability to do more only increases marginally, less than initially expected.

The 6 best email tactics to take your business sky-high

Which marketing programs do retailers currently use?

It’s always the first question a marketer will ask when they start implementing e-commerce email tactics – which are the most important programs to run? The survey found 6 tactics were used by more than half of respondents, likely in combination with more than one tactic. The results are shown in the graph to the left:

The 6 best email tactics to take your business sky-high

The graph to the right shows e-commerce email tactics that only some respondents use. The interesting thing here is that ‘generic’ tactic show up a couple of times here. This could indicate that while some marketers are using generic tactics, more and more marketers are using personalized messages or series in order to increase revenue.

Related: Your content matters: 4 copywriting tips for newsletters

What are marketers planning to take on next?

Coming at no surprise, 64% of marketers plan to increase their email volumes over the next year. For all the haters that preach email is dead, just show them this:

The 6 best email tactics to take your business sky-high

Related: 6 reasons to revisit your email strategy over the summer

What email tactics do marketers rate as most effective?

In the survey, 6 email tactics rose to the top as most effective. Nearly all marketers (99%) found exclusive, email-only messages as very or somewhat effective, and 98% report that cart recovery emails are very or somewhat effective. If you are not already using these email tactics then this really should be the thing that gives you the jump start that you need.

The 6 best email tactics to take your business sky-high

Related: Millennials and B2B marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more