MessageGears Research: Largest Companies Stay With Unpopular ESPs

MessageGears Research: Largest Companies Stay with Unpopular ESPs

The larger the company, the less enthusiastic their marketers are about the performance of their Email Service Provider, and — paradoxically — the less likely they are to change to a new ESP.

That was one of the chief findings of our 2018 ESP Satisfaction Report, for which we surveyed 101 marketing professionals, at companies that send at least 10 million emails per month, to research a wide range of their views toward their ESP.

It wasn’t surprising to us that we found plenty of mixed feelings across the board toward ESPs. The stark nature of this particular finding was striking, though. It was one of the clearest statistical trends our survey showed — company size is a significant factor both in lower ESP satisfaction and in lower openness to change.

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Survey Shows Large Brands Lack Enthusiasm For Email Marketing Vendors

Survey Shows Large Brands Lack Enthusiasm for Email Marketing Vendors

After spending years talking to enterprise organizations about their email marketing needs, the perception that changing email service providers is extremely difficult, time consuming and expensive has been difficult to avoid. It comes up in conversation after conversation. It can feel like an accepted fact for large B2C companies — if they’re going to make an ESP change, the problems with the current one better be debilitating enough to justify months of hard work and transition.

We wanted to explore this question further for our 2018 ESP Satisfaction Survey. So we decided to conduct a study of large organizations across the country to see if this anecdotal evidence would be reflected in the unfiltered opinions of marketing professionals who are impacted by an ESP change. We launched this survey to better understand how enterprise-level marketers use email. And how they view their relationship with their ESP.

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Mobile Email Engagement Is On The Rise

Mobile Email Engagement Is On The Rise

Email marketers making plans for upcoming campaigns should take a closer look at mobile.

In analyzing open and click rates from our enterprise customers between Q1 2015 and Q4 2016, we’re seeing signs that consumers are becoming more comfortable opening email marketing messages and engaging with offers from their smartphones. Over the past two years, the percentage of email opens on desktops has declined, while the percentage of overall opens happening on smartphones has gone up about 7%. Smartphone click rates, which were a fraction of overall clicks at the beginning of 2015, are also significantly higher. More clicks are now happening on smartphones (47.5%) than desktops (41.7%).

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Achieving Email Marketing Success In 2017

Achieving Email Marketing Success in 2017

As we move into 2017, marketing departments are busy making plans for success in the coming year. Their email marketing efforts are likely front and center as studies continue to show that email is the most dependable way to reach customers and has the highest return on investment.

Still, the level of personalization and timeliness marketers can achieve determines much of email marketing’s success. The companies moving closer to a 1-to-1 experience for their customers are seeing the highest returns. Successfully personalized email campaigns get the responses, clicks, and conversions companies want. And they quickly boost numerous other goals such as customer retention, engagement, new customer acquisition, and brand awareness.

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MessageGears announces $12M to eliminate data friction for enterprise marketers

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