For the twelfth year running, we’re delighted to be unveiling our Email Marketing Industry Census in partnership with Econsultancy. A definitive piece of research for industry trends and benchmarking across the year, our yearly census gathers information and opinions from marketers representing a wide range of industries and technical capabilities. For 2018 in particular, we dug into the role of artificial intelligence, why personalization continues to elude many within the channel, and which sectors are feeling the impact most in a post-GDPR climate.

1. 2018 Email Marketing Industry
Census – The Results

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• There will be time for questions at the end
• We are recording the webinar and we’ll send you a follow-up
• Join the conversation on Twitter: @adestra #adestrawebinar
Welcome

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About Adestra
• 13 years in the email and
marketing automation space
• Empowering marketers to
achieve their goals and
maximize their ROI
• Founded on the principle that
marketing success takes more
than great technology
• Software AND a Service®

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About Econsultancy
Econsultancy is a globally recognised destination for
digital marketers, helping organisations understand and
respond to the digital advancements shaping their
industry. We offer our audience a unique solution that
bridges the gap between strategy and action, through a
mix of research, training and events.

5. Steve Denner
COO and Co-Founder, Adestra
Nick Watt
Head of Partner Content, Econsultancy
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Meet the speakers

6. Context
2018 Census: The Results
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Source: http://www.wiredmarketing.co.uk/insider/the-history-of-email-infographic/

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12
700
years since our first census
marketers surveyed in 2018

9. Headline stats
2018 Census: The Results
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10. 10
74%
rated email ROI as
‘excellent’ or ‘good’

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15%
average proportion of
budget allocated to
email

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2016
peak performance for
many respondents

13. Approach to email
2018 Census: The Results
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14. “What are the most important attributes of an email technology provider?”
14
60%
Voted for marketing
automation capability

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33%
0%
company respondents
using advanced
segmentation
of these rated their
email ROI as poor

16. 16
91%
Use click-through rate
to measure campaign
success

17. Email effectiveness
and budgets
2018 Census: The Results

18. “How do you rate the performance of your company’s email campaigns?”
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44%
43%
Good
Average
4%
9%
Excellent
Poor

19. “How do you rate the following channels or disciplines in terms of return
on investment?”
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20. “Approximately what proportion of your total sales can you attribute to
the email marketing channel?”
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21. Place in the
organisation
2018 Census: The Results

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13%
employ a dedicated email
marketing team

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11%
employ a dedicated individual

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25. Optimising for
different devices
2018 Census: The Results

26. “How would you describe the extent to which your company has a
strategy for optimising email marketing for different devices?”
26
2%
14%Very advanced
Advanced

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25%
reported Lack of resources as the main barrier

28. Personalisation
2018 Census: The Results

29. “Which statement typically describes your/your clients’ ability to provide
personalised email campaigns?”
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30. 30
55%
rated integrating
data as the main
barrier

31. Marketing
automation
2018 Census: The Results

32. “How successful would you say you have been in implementing
automated email marketing programmes?”
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55%
Quite successful

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34. Improving email
marketing for the
future
2018 Census: The Results

35. “In which of the following areas have you implemented predictive or intelligent
solution (including artificial intelligence) in place of manual marketing
processes?”
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36. “Why have you (or your clients) not used any of the previous predictive or
intelligent solutions?”
36
37%
Too expensive
/ROI is inconclusive

37. “How do you intend to innovate with email in 2018?”
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38. “To what extent will recent EU data law changes impact your approach to
email?”
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22%
“Our/their practices are already
compliant”
16%
Client-side
Agency
“We/they will have made the changes
necessary to remain compliant”
55%
50%
Client-side
Agency

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40. Questions