Recent statistics from the 2017 DMA Email Marketing Tracker indicate that only 11 per cent of brands involve CMOs in their email marketing activities. Just 11 per cent, that means that in 89 per cent of cases the CMO is completely uninvolved in the email marketing activity of the brand, even though email has a 28 per cent YoY growth. Even though this information is insightful, it also suggests that email marketing is just not on the CMO agenda and that the importance of this channel in the mix doesn’t reach CMO level of priority. You could argue then that it’s not surprising 85 per cent of brands are spending less than 20 per cent of their budget on this channel.
The statistics above could also be highlighting that for today’s time poor CMOs they are simply empowering their team to deliver in this key tactical channel aligned to the strategic priorities they have set for them. But do they have the tools and skills to do this job effectively? With 24 per cent of brands indicating that they have only basic skills in email marketing, is this hands-off approach the best placed?
Whatever the reason for CMOs current lack of involvement, it’s time that all CMOs reengaged with their brands email marketing efforts! But how?… Here’s my recommendations for what all CMOs should be asking:
What Brand Experience Are Your Customers Getting From Email?
Email is key to your brand experience. With over 95 per cent of brands saying email is very important for them to communicate with their customers, email undoubtedly has a large impact on brand experience and perception for customers. Worryingly though, 42 per cent of brands say that at best only ‘some’ of their emails are relevant to their recipients.
Consumers are less generous, with over 80 per cent of those asked saying that less than half of the emails they receive from a brand are interesting and relevant. CMOs, if you’re not involved in email marketing– how can you know what experience you are giving your customers via this key touchpoint? What and how is your email experience impacting your brands credibility and reputation?
Is Your Email Marketing Working Hard Enough For You?
With a standout ROI of £30 per £1 spent, email is one of if not the most effective channel at driving ROI. But with less than half of brands being able to calculate their ROI, how do you know if it’s working hard enough for your brand and be able to direct your teams to improve? To see how to calculate your ROI using Google Analytics take a look at our recent blog post for some helpful advice.
Are Your Teams Set Up To Succeed?
With huge advancements in email marketing technology to support intelligent personalisation and automation, are your team set up to succeed? Are you investing in the tools they need to effectively use this key channel and develop essential skills in this area? With 24 per cent of brands indicating that they only have ‘basic’ skills in email marketing indicators, are they under-invested in discipline given the importance and return that can be achieved from this key channel? When was the last time you audited your team’s skills in this area? How are you supporting them in keeping these skills up to date? If CMOs are empowering their teams to own email marketing activities, they also need to ensure they are setting them up for success.
Don’t let email become your forgotten channel into your marketing mix, reengage today for the benefit of your brand and your teams! You may be surprised at what you discover. Get in touch or visit our website to find out how you can achieve email sophistication with your email marketing.