2021年电子邮件报告（英）-43页_4mb

2021 State of Email Report Summary

Core Content

The 2021 State of Email Report provides an in-depth look at the current state and future trends in email marketing. It highlights how email marketing has become a critical component of business success, especially in the post-pandemic landscape. The report also discusses the increasing importance of personalization, automation, and the impact of privacy regulations on email strategies.

Main Viewpoints

Email Marketing's Critical Role in Business

• Email marketing is now seen as essential for business success, with 90% of marketers stating it is at least somewhat critical.
• 41% of marketers consider it very critical, up by 30% since 2019.
• Email remains the top marketing channel for effectiveness, followed by paid search/ads, organic search, and social media.
• 79% of marketers include email in their top 3 marketing channels.

Personalization and Automation

• 55% of marketers are prioritizing personalization to stand out in a crowded inbox.
• 80% of marketers use profile data for personalization, and 64% use customer segments.
• 59% of marketers are focusing on automation to scale personalization efforts.
• Automation is commonly used for welcome series, onboarding, and subscriber re-engagement.
• A/B testing is underutilized, with only 55% of marketers doing it regularly, due to challenges like changing demographics and statistical significance.

Privacy and Its Impact

• Apple's Mail Privacy Protection (MPP) is a major concern, with 63% of marketers worried about its impact compared to 37% about the loss of third-party cookies.
• MPP prevents tracking of opens, devices, and geolocation, forcing marketers to rethink how they measure engagement and ROI.
• Brands are shifting focus to retention and privacy-first strategies, with a greater emphasis on transparency and customer consent.

Key Information

Email Volume and Engagement

• Email volume has tripled since the pandemic began.
• Despite increased volume, email engagement remains high, contributing to a projected $8.49 billion in revenue by the end of 2021.

Budget Trends

• 37% of companies plan to increase their email marketing budgets in 2022, while 1.3% plan to decrease.
• This is a significant shift from the beginning of the pandemic, where 11% increased and 35% decreased budgets.

Email's ROI Challenges

• 61% of marketers lack a clear view of their email marketing ROI.
• The ROI formula is:
  $$
  \text{ROI} = \frac{\text{Revenue from email} - \text{Cost of email}}{\text{Cost of email}}
  $$
• An example ROI calculation shows a 4900% return for every $1 spent.

The Importance of Subscriber Profiles

• Marketers are increasingly focusing on enriching customer profiles with first-party data and preferences.
• Segmentation is key to personalization, with 65% of marketers creating at least 2 email versions and 16% creating 4 or more.

Future Outlook

• Email marketing will continue to evolve with AI and machine learning, though adoption is still low.
• AI is expected to be used for send time optimization, segmentation, and personalized content.
• Agile marketing is becoming more important as brands need to respond quickly to market changes and global events.

Email as a Cornerstone

• Welcome emails and newsletters are the top two emails used by marketers.
• Paid newsletters are emerging as a trend, with 5-15% conversion rates and $5-15/month subscription fees.

Conclusion

The report underscores that email marketing is not just a tool but a cornerstone of modern marketing. With the rise in volume, the need for personalization and automation, and the impact of privacy regulations, marketers are adapting their strategies to ensure effectiveness and compliance. The future of email marketing looks bright with continued investment and innovation, especially as brands seek to retain customers and enhance personalization in a privacy-conscious world.