Gartner-数字智商：电子邮件基准（英）-2021.10-19正式版.docx

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1、GartnerGartnerforMarketersDigitalIQ:EmailBenchmarks2021ByEvanBakker,SarahXuGartner,semailmarketingbenchmarksmeasureB2BandB2Cbrandsfromsixindustriesandranktheirperformance.DigitalmarketingleadersshoulduseGartner,semailbenchmarkstokeepapulseonthesuccessfulstrategiesandprioritiesofleadingbrandsinandout

2、oftheirindustry.EvanBakkerPrincipal,ResearchOSarahXuSpecialist,ResearchPublished7September2021IDG00741609IntroductionEmailmarketingisafundamentaltouchpoint,butitsratedbydigitalmarketingleadersasoneoftheleasteffectivechannelsindrivingconversion.Thecause?Marketerslosttheirgriponemailpersonalizationami

3、dthecustomerchurnandrapidlychanginghabitsofthepandemic.Strugglingbrandswentforquantityoverqualityandsentgenericproductemailblasts,whileleaderscontinuedtoactivatetheircustomerdataanddrivesegmentation,yieldinghighengagement.Facingcross-industrychallenges,digitalmarketingleaderscantaffordtosilocomparis

4、onswithinasmallsetofclosecompetitors.GartnersDigitalIQ:EmailBenchmarksfor2021servesasacriticalstartingpointformarketingteamslookingtocaptureagreatershareofconsumerattentionwhilenavigatingthesenewandevolvingchallenges.Ourcrossindustrybenchmarksmeasureandcomparetheemailmarketingperformanceofnearly1,20

5、0brands.Brandsarescoredandrankedalongsideeachothertouncoverthetopdigitalmarketersacrossthefollowingsixindustries: Consumer goods Financial services Healthcare Manufacturingandnaturalresources Retail TravelandhospitalityFacingcross-industrychallenges,digitalmarketingleaderscannolongeraffordtocomparet

6、heiremailmarketingeffortstojustasmallsubsetofcompetitors.Instead,digitalmarketingteamsshouldlooktoleadersinsideandoutsideoftheirindustrytogleaninsightsintohowleadingbrandsareengagingandconvertingaudienceswithhighlytargetedemailcampaigns.UseGartner,sEmailBenchmarksasYourStartingPointforImprovingEmail

7、PerformanceDigitalmarketingleadersshouldusethisresearchasastartingpointforimprovingemailmarketingperformance(seeFigure1).Startwithusingthisdocumenttobenchmarkyourperformanceagainstbothin-categoryandout-ofcategorypeers,representingsixindustriesand15subindustries.Usethesebenchmarksasthefoundationofyou

8、roverallemailmarketingjourney.Intheshortterm,identifyandimplementthetacticalimprovementsthatarepossiblewithincurrentmarketconditionsandtransformationstakingplaceintheemailmarketingindustry.Long-term,craftavisionforyouremailmarketingeffortsthataccountsforfuturedisruptionsinthewaycustomerdataisdeploye

9、dincampaignandmessagetargeting.Figure1.GartnerResearchRoadmap%HUseOurBenchmarksUnderstandtheMarketMakeTacticalImprovementsCraftYourMarketingStrategyDevelopYourLong-TermVisionRespond to changes in consumer trends, social commerce, and emerging platforms.Identifyleadersinandoutofyourindustryandcompare

10、toyourownperformance.Trackmajortrendsacrossplatformsandstayuptodateontheimpactofprivacychangesonsocialmarketing.1.earnthebasicsofsocialmarketingonkeyplatformsandhowtoleveragecontenteffectively.Planforthefutureofsocialcommerce,emergingplatformsandnewformsofsocialcontent.YouAreHeren-350digitalmarketin

11、gleadersQ:Inthepast12months,whicharethemosteffectivechannelsatmeetingorexceedingtheobjectiveforeachactivity(conversiontosales)?Source:2021GartnerDigitalMarketingSUrVeyKeyFindings Retailisthetop-performingindustryoverall,whilefinancialservicesistheleaderinopenrates.Brandsfromtheseindustriescompriseni

12、neofthetop10brandsoutofnearly1,200. Top-performingbrandsandindustriesinthebenchmarkarecommittedtoscalingtargetedcampaigns.Financialsen/ices,forexample,sendsemailstojust4.7%ofsubscribersonaveragerepresentingthemostcustomizedmessagingofanyanalyzedindustryandhasthehighestweightedaverageopenrateat27.1%.

13、Brandswithacutesegmentationcreatevirtuouscyclesofcustomerdatacollectiontocontinuallyimproveperformance. 1.eadingbrandsthreadpersonalizationintotheiremailcontentstrategies,synchronizinglongersubjectlineswithmorenarrowtargeting.Longer,moredetailedsubjectlineswithmorethan70charactersperformascompetitiv

14、elyasthosewith11to20charactersduetomoresophisticatedaudiencesegmentation.RecommendationsToenhanceyouremailmarketingstrategyandexecution: UseGartner1Semailbenchmarkstokeepapulseonsuccessfulstrategiesandprioritiesofcross-industryleaders. Buildastrongercustomerdatapipeline,orbetterharnessexistingdata,t

15、osteercampaignstowardspecificcustomersegments. Supportreachandengagementgoalsbydeployingshort,concisesubjectlineswhenblastingcontentatawideaudienceandmoredetailed,specificsubjectlinesreflectiveofarelevantinsightwhentargetingnarroweraudiencesubsets.AnalysisMarketersAren,tGettingEnoughMileageOutofEmailAnaverageof44%ofmarketersacrossindustriesusedemailmarketingtosupporttheirdigitalmarketingstrategyoverthepast12months,accordingtoGartners2021DigitalMarketingSurvey.Thismakessenseconsideringanemailaddressisavaluablepieceoffirst-partydatathatenablesmid-tolower-funnelengagementopportunities.Thisa