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Almost everyone uses it, but hardly anyone talks about it: email is one of the most widely used tools for marketing purposes in companies.
Email marketing continues to be widely used for customer retention and acquisition
Shipping service providers are increasingly being used to prevent emails from ending up in spam
Welcoming new readers remains a problem
The new study "E-mail Marketing Benchmarks 2020" - created in collaboration between the DDV and absolit Dr. Schwarz Consulting - analyzes 150 key figures on email marketing from more than 5,000 top companies from nine industries in German-speaking countries. It examined how comprehensive the digital customer dialogue is, which shipping technology is used, how professionally sent emails are designed and whether applicable laws are observed. It also examined how well the company protects itself against attacks from third parties, whether marketing automation is used and whether the website is used for lead generation.
Almost 95 percent of all companies use email marketing to Buy Email Database List communicate with customers. Around 60 percent work with a professional mailing system and around 50 percent use a certified mail server for sending. A surprising result of the study is that only 80 percent of all companies transfer customer data securely in accordance with the GDPR.
DDV President Martin Nitsche takes a critical view of this: "The fact that 20 percent of the companies examined do not yet comply with the GDPR requirements regarding the transfer of personal data is an astonishingly high percentage almost two years after the regulation came into force. The DDV is happy to offer affected companies its support on how to implement the European legal framework in practice."
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Key Facts about the Study: Email Marketing Benchmarks 2020
The first email was sent in Germany 36 years ago. Since then, email has come a long way and its potential as a marketing channel is regularly declared dead. Nevertheless, email marketing remains the workhorse of online marketing and is used every day in many marketing departments. 95 percent of the 5,000 top German-speaking companies actively communicate with customers via email - two percent more than in the previous year. Although the approach to email communication and the underlying delivery infrastructure is becoming more and more professional, many basics are still ignored. This is the result of the annual email marketing benchmarks, which were carried out in cooperation with the German Dialog Marketing Association. As part of the study, the email marketing activities of the 5,000 most important German-speaking companies from nine industries were examined for up to 150 criteria from seven subject areas.
E-mail is still alive and well
The use of newsletters has increased by a total of eight percent compared to the previous year - the use of newsletters to acquire new customers has increased by as much as nine percent. Publishing houses, IT and energy companies in particular rely on regular email communication to acquire new prospects and retain their customers. Only one in ten companies does not advertise an email service in the form of a newsletter or customer club on their own website.
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發表於 2024-12-22 13:30:46