3 Email Marketing Insights from Salesforce’s 2015 State of Marketing

23 January 2015

In January 2015, Salesforce published its 2015 State of Marketing report, which surveyed more than 5,000 marketers worldwide to understand their top priorities across digital channels and their most pressing business challenges for the year, such as keeping up-to-date on marketing technology. Email marketing continues to be a top marketing channel as “73% of marketers agree that email marketing is core to their business.” Let’s look at a few email marketing insights!

Salesforce 2015 State of Marketing Report

Email Marketing Insights (1 of 3): For many, email is core to their business!

“60% of marketers in 2015 believe that email is a critical enabler of products and services” versus only 42% of marketers reported that in 2014. For both B2B and B2C, email can drive significant traffic to your website and online store. For e-commerce marketers, email marketing is a top marketing channel. More traffic means that your product/service is viewed by more and more people. Hence, the likelihood of more conversions.

Email marketing insights: Why is email core to your business graph
Source: Salesforce: 2015 State of Marketing

Email marketing insights (2 of 3): It’s finally the year of responsive email design!

For the past few years marketers have struggled with mobile email trends. Even today, “23% of marketers don’t know what device their emails are read on” and “17% relate that they’re still struggling to effectively design responsive emails.” If you don’t know your mobile email opens, check out how to view detailed email analytics by device with MailUp. And, for designing responsive emails check out our free, online email editor BeeFree: https://beefree.io/

Email marketing insights: emails read on a mobile device 2015 graph
Source: Salesforce: 2015 State of Marketing

Marketers can no longer ignore mobile email trends this year. Many marketers have already implemented mobile email tracking and adopted responsive email design. In fact, “this year, 33% of marketers said their emails are read on a mobile device at least 50% of the time” and “48% of marketers report using responsive design in their email campaigns often/always in 2015” (and “46% report using responsive design in landing pages”).

Email marketing insights (3 of 3): More effective email campaigns are harder to implement!

One question to ask ourselves is ‘how effective is my newsletter?’ …and the answer might be ‘not that effective!‘ The Salesforce report concludes that “when it comes to email, many marketers aren’t trying new campaigns that rank extremely high in effectiveness, instead relying on old standbys.”

Email marketing insights: Usage rates of email marketing campaigns and their effectiveness graph
Source: Salesforce: 2015 State of Marketing

More personalized email campaigns rank higher in effectiveness but are harder to implement, such as welcome series campaigns, which are reportedly 72% effective but used by only 42% of marketers.

Any recommendations?

The Salesforce report provides some useful recommendations for email (and for mobile and social). You can download the 2015 State of Marketing report here. Here’s just a quick snapshot:

  • Evaluate email’s role in the overall customer journey.
  • Catch up with your subscribers. Design responsively.
  • Breathe new life into email campaigns:

And, by the way, MailUp (our email marketing platform) is integrated with Salesforce. Check out MailUp for Salesforce.

Did you find any additional email marketing insights from the Salesforce report? Let us know and comment below!

This article was written by

Sergio Mandrone

Sergio Mandrone

Associate Product Marketing Manager

Sergio is Associate Product Marketing Manager at MailUp in the San Francisco office. With 5 years of digital marketing experience, he writes for the MailUp blog, manages the Email Design Workshop blog, and is currently working with the MailUp BEE team to grow the line of BEE products.

Related articles