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

GartnerGartnerforMarketersDigitalIQ:EmailBenchmarks2021ByEvanBakker,SarahXuGartner,semailmarketingbenchmarksmeasureB2BandB2Cbrandsfromsixindustriesandranktheirperformance.DigitalmarketingleadersshoulduseGartner,semailbenchmarkstokeepapulseonthesuccessfulstrategiesandprioritiesofleadingbrandsinandoutoftheirindustry.EvanBakkerPrincipal,ResearchOSarahXuSpecialist,ResearchPublished7September2021IDG00741609IntroductionEmailmarketingisafundamentaltouchpoint,butit'sratedbydigitalmarketingleadersasoneoftheleasteffectivechannelsindrivingconversion.Thecause?Marketerslosttheirgriponemailpersonalizationamidthecustomerchurnandrapidlychanginghabitsofthepandemic.Strugglingbrandswentforquantityoverqualityandsentgenericproductemailblasts,whileleaderscontinuedtoactivatetheircustomerdataanddrivesegmentation,yieldinghighengagement.Facingcross-industrychallenges,digitalmarketingleaderscan'taffordtosilocomparisonswithinasmallsetofclosecompetitors.Gartner'sDigitalIQ:EmailBenchmarksfor2021servesasacriticalstartingpointformarketingteamslookingtocaptureagreatershareofconsumerattentionwhilenavigatingthesenewandevolvingchallenges.Ourcrossindustrybenchmarksmeasureandcomparetheemailmarketingperformanceofnearly1,200brands.Brandsarescoredandrankedalongsideeachothertouncoverthetopdigitalmarketersacrossthefollowingsixindustries: Consumer goods Financial services Healthcare Manufacturingandnaturalresources Retail TravelandhospitalityFacingcross-industrychallenges,digitalmarketingleaderscannolongeraffordtocomparetheiremailmarketingeffortstojustasmallsubsetofcompetitors.Instead,digitalmarketingteamsshouldlooktoleadersinsideandoutsideoftheirindustrytogleaninsightsintohowleadingbrandsareengagingandconvertingaudienceswithhighlytargetedemailcampaigns.UseGartner,sEmailBenchmarksasYourStartingPointforImprovingEmailPerformanceDigitalmarketingleadersshouldusethisresearchasastartingpointforimprovingemailmarketingperformance(seeFigure1).Startwithusingthisdocumenttobenchmarkyourperformanceagainstbothin-categoryandout-ofcategorypeers,representingsixindustriesand15subindustries.Usethesebenchmarksasthefoundationofyouroverallemailmarketingjourney.Intheshortterm,identifyandimplementthetacticalimprovementsthatarepossiblewithincurrentmarketconditionsandtransformationstakingplaceintheemailmarketingindustry.Long-term,craftavisionforyouremailmarketingeffortsthataccountsforfuturedisruptionsinthewaycustomerdataisdeployedincampaignandmessagetargeting.Figure1.GartnerResearchRoadmap%H<s>UseOurBenchmarksUnderstandtheMarketMakeTacticalImprovementsCraftYourMarketingStrategyDevelopYourLong-TermVisionRespond to changes in consumer trends, social commerce, and emerging platforms.Identifyleadersinandoutofyourindustryandcomparetoyourownperformance.Trackmajortrendsacrossplatformsandstayuptodateontheimpactofprivacychangesonsocialmarketing.1.earnthebasicsofsocialmarketingonkeyplatformsandhowtoleveragecontenteffectively.Planforthefutureofsocialcommerce,emergingplatformsandnewformsofsocialcontent.YouAreHeren-350digitalmarketingleadersQ:Inthepast12months,whicharethemosteffectivechannelsatmeetingorexceedingtheobjectiveforeachactivity(conversiontosales)?Source:2021GartnerDigitalMarketingSUrVeyKeyFindings Retailisthetop-performingindustryoverall,whilefinancialservicesistheleaderinopenrates.Brandsfromtheseindustriescomprisenineofthetop10brandsoutofnearly1,200. Top-performingbrandsandindustriesinthebenchmarkarecommittedtoscalingtargetedcampaigns.Financialsen/ices,forexample,sendsemailstojust4.7%ofsubscribersonaveragerepresentingthemostcustomizedmessagingofanyanalyzedindustryandhasthehighestweightedaverageopenrateat27.1%.Brandswithacutesegmentationcreatevirtuouscyclesofcustomerdatacollectiontocontinuallyimproveperformance. 1.eadingbrandsthreadpersonalizationintotheiremailcontentstrategies,synchronizinglongersubjectlineswithmorenarrowtargeting.Longer,moredetailedsubjectlineswithmorethan70charactersperformascompetitivelyasthosewith11to20charactersduetomoresophisticatedaudiencesegmentation.RecommendationsToenhanceyouremailmarketingstrategyandexecution: UseGartner1Semailbenchmarkstokeepapulseonsuccessfulstrategiesandprioritiesofcross-industryleaders. Buildastrongercustomerdatapipeline,orbetterharnessexistingdata,tosteercampaignstowardspecificcustomersegments. Supportreachandengagementgoalsbydeployingshort,concisesubjectlineswhenblastingcontentatawideaudienceandmoredetailed,specificsubjectlinesreflectiveofarelevantinsightwhentargetingnarroweraudiencesubsets.AnalysisMarketersAren,tGettingEnoughMileageOutofEmailAnaverageof44%ofmarketersacrossindustriesusedemailmarketingtosupporttheirdigitalmarketingstrategyoverthepast12months,accordingtoGartner's2021DigitalMarketingSurvey.Thismakessenseconsideringanemailaddressisavaluablepieceoffirst-partydatathatenablesmid-tolower-funnelengagementopportunities.Thisa