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BENCHMARK REPORTMAXIMIZING YOUR ROI WITH EMAIL MARKETING
BENCHMARK REPORT 2
ZoomInfo recently surveyed email marketing
managers in order to better understand their
successes and p...
BENCHMARK REPORT 3
Email marketing managers are responsible
for managing campaigns from end-to-end.
They’re tasked with se...
BENCHMARK REPORT 4
Email marketing goals
RECOMMENDATION
We recommend segmenting your
campaigns and sending targeted
messag...
BENCHMARK REPORT 5
Biggest challenges
RECOMMENDATION
We recommend analyzing your
organization’s entire database as a
whole...
BENCHMARK REPORT 6
Successes
04% Leads email nurture plans reduced the
sales cycle
19% Boost in repeat customers
58% More ...
BENCHMARK REPORT 7
Methods for collecting email addresses
RECOMMENDATION
We recommend having a B2B data
provider validate ...
BENCHMARK REPORT 8
for more
information
or a free trial
Contact
Conclusion
 Email marketing managers reported being
worrie...
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ZoomInfo Benchmark Report - Email Marketing

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ZoomInfo Benchmark Report - Email Marketing

  1. 1. BENCHMARK REPORTMAXIMIZING YOUR ROI WITH EMAIL MARKETING
  2. 2. BENCHMARK REPORT 2 ZoomInfo recently surveyed email marketing managers in order to better understand their successes and pain points. The purpose of this survey was to compile the results and create a benchmark report so you can maximize your own lead generation efforts. About this Report
  3. 3. BENCHMARK REPORT 3 Email marketing managers are responsible for managing campaigns from end-to-end. They’re tasked with sending out emails, reporting on the metrics, such as deliverability, click-through rates (CTR), and engagement, generating quality leads, and creating brand awareness. ZoomInfo recently surveyed email marketing managers to gather insight on their successes and challenges. BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW: The findings in this report include four graphs that analyze the goals, challenges, most successful strategies, where there’s room for improvement, and tactics for email marketing managers. The report can be used to benchmark how your current strategy is doing compared to other organizations, increase ROI, and drive more revenue. TABLE OF CONTENTS 4 Email marketing goals 5 Biggest challenges 6 Successes 7 Methods for collecting email addresses 8 Conclusion Branding/creating awareness is the biggest goal for email marketing managers, as reported by 70% of respondents When asked what part of their job keeps them up at night, 48% reported email campaign metrics such as open rates, CTR, and deliverability, and 44% said effectively segmenting their database and sending relevant messages to contacts In terms of the marketing efforts they’re most proud of, 58% of email marketing managers said increased engagement Website forms are the most popular way to collect and maintain email addresses, according to 62% of respondents 70% 48% 44% 62% 58%
  4. 4. BENCHMARK REPORT 4 Email marketing goals RECOMMENDATION We recommend segmenting your campaigns and sending targeted messages to your contacts. By doing this, you’re ensuring that you’re sending relevant messages and beginning to develop a relationship, which was reported to be important by 63% of respondents. 62% 32% 27% 12% 12% WEBSITE FORM THIRD PARTY DATA PROVIDER CO-MARKETING EFFORTS TRADESHOW SPONSORSHIP OTHER SUMMARY Branding/creating awareness is the biggest goal for email marketing managers, as reported by 70% of respondents, which isn’t a surprise. If no one knows about your organization and what you do, then why would they open your company’s emails and engage further? * Respondents selected all that applied.
  5. 5. BENCHMARK REPORT 5 Biggest challenges RECOMMENDATION We recommend analyzing your organization’s entire database as a whole in order to identify your buyer personas. By conducting a data analysis, you’ll be able to increase the effectiveness of your marketing campaigns by dividing your list into different segments and target them with relevant messages. 22% The ability to track success 48% Email campaign metrics (open rates, CTR, deliverability, etc.) 33% Targeting the right contacts 07% Data decay 44% Effectively segmenting your database and sending relevant messages to your contacts 07% Spam traps You’ll also see an improvement in your email campaign metrics once you start sending relevant messages to your contacts. 22% 48% 33% 7% 7% 44% SUMMARY As for what keeps email marketing managers up at night, 48% reported email campaign metrics, 44% said segmenting their database and sending relevant messages, and 33% reported targeting the right people. * Respondents selected all that applied.
  6. 6. BENCHMARK REPORT 6 Successes 04% Leads email nurture plans reduced the sales cycle 19% Boost in repeat customers 58% More engagement 15% Increase of qualified leads 46% Improved branding and awareness with content email marketing 08% Other 04% Nurture programs RECOMMENDATION The ability to generate the right amount of quality leads requires a strategy. First, we recommend identifying your buyer personas. Once you do this you can start to look at the similar characteristics of your best customers and target similar people. 4% 19% 58% 15% 46% 4%8% SUMMARY While 58% of email marketing managers reported that they were proud of their efforts to improve branding awareness with content email marketing, only 15% said they were proud of their increase in qualified leads.
  7. 7. BENCHMARK REPORT 7 Methods for collecting email addresses RECOMMENDATION We recommend having a B2B data provider validate and verify the email addresses in your database at least every 90 days. Data decays rapidly since 30% of people change jobs annually and 37% of email addresses change annually. Additionally, many people give fake email addresses when they fill out website forms because they want the gated information. A B2B data provider can update the inaccurate information and fill in the blanks, ensuring your emails reach your leads. 62% Website form 27% Co-marketing efforts 12% Tradeshow sponsorship 12% Other 31% Third party data provider SUMMARY Website forms are the most popular way to capture email addresses, as reported by 62% of respondents. * Respondents selected all that applied.
  8. 8. BENCHMARK REPORT 8 for more information or a free trial Contact Conclusion Email marketing managers reported being worried about email campaign metrics (48%), segmenting their database and sending relevant messages (44%), and targeting the right people (33%). ZoomInfo can help you run campaigns targeting the right buyers with relevant messages. We’ll identify your buyer personas and effectively segment your data so you can send targeted messages to your contacts. This will improve your email metrics significantly and boost revenue.

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