BENCHMARK REPORTMAXIMIZING YOUR ROI WITH EMAIL MARKETING

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

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 CONTENTS4 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%

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 EFFORTSTRADESHOW

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.

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.

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.

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.

BENCHMARK REPORT 8

for more informationor a free trial

ContactConclusion 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.