OMI partnered with Ascend2 to survey 133 enterprise marketers on email marketing performance, trends and challenges. The resulting research reveals critical insights for B2B email marketers heading into a new era of AI-driven campaigns.
The Impact of Email on Success
The overwhelming majority (94%) of enterprise marketing professionals agree that executing an effective email marketing program will be a critical part of the overall success of a marketing strategy in the year ahead. Marketing leaders consistently rank email as a top channel for driving ROI.
Rating Strategic Success
Over one-quarter (28%) of enterprise marketers say their email strategy is very successful — or best-in-class — at achieving objectives. Over two-thirds (67%) report some success while another 5% rate their program as unsuccessful, indicating significant room for improvement.
Greatest Challenges to Success
- 59% cite increasing engagement as the top barrier
- 47% struggle with measuring performance and ROI
- 36% face challenges integrating email data with other channels
- 33% focus on improving email deliverability
Email Trends in the Year Ahead
- 64% plan email marketing automation
- 59% will prioritize mobile-friendly design
- 54% will personalize beyond just the first name
- 52% are investing in interactive content
Utilizing AI in Email Marketing
- 39% see AI value in email retargeting campaigns
- 39% want AI to understand the customer lifecycle
- 34% want AI to improve deliverability rates
- 32% want AI to craft personalized newsletters
Most Effective KPIs
- 46% rely on Click-Through Rate (CTR) as the primary KPI
- 42% track Return-on-Investment (ROI)
- 36% measure Conversion Rate as a top indicator
- 34% monitor Click-to-Open Rate (CTOR)
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