From late August to mid-October, we conducted a survey on which mailing platforms companies in Russia use. We distributed it in our Facebook group, gave a link in mailings and in our colleagues’ groups. Thanks to the guys from IT-Agency , the channel Kitchen email marketing and everyone who helped us distribute the research.
The most interesting thing we learned from this study:
21.29% of respondents plan to change their mailing platform, of which 9% are already moving and almost half (48%) plan to do so in the next six months.
67% of respondents plan to change something in their email marketing in 2020, 27% are thinking about it, but have not yet made specific plans.
When asked what they would like to improve in their platform, the majority (22%) answered: “Add new features.” In second place was the answer “Simplify integration with third-party services” (20%), in third place were “Interface” and “Make reports more understandable and visual” (14% each).
A third of those planning to switch platforms do so because of a lack of features. The second most common responses were moving the entire company to one platform, mailing services budget cuts, and dissatisfaction with the level of service (9% each).
65.79% of respondents have already changed platforms in the past. 69% spent 1-3 months on it, 26% – 3-6 months, 4% – more than a year.
The most time was spent on integration and data transfer (21% of responses each), another 9% chose the option “Staff retraining”.
When choosing a new base, most respondents looked first at the quality of the product, stability and expansion of tasks, followed by innovations or features, price and support service.
Below is detailed data with all answer options and percentages.
The first block contains everything about mailings, their types, services used, frequency of sending, and calculating efficiency.
Email newsletters remain the most popular communication channel, used by 45.13% of respondents. 27.27% consider income from newsletters. The most popular services for newsletters were: Unisender 14.68%, Mailchimp 13.89%, Sendpulse 13.10%.
“We use a control group that does not receive emails at all. We compare it with those who receive emails. The groups are formed randomly. The A/B test is essentially long-term.”
“Control and test group – we compare a mailing services bunch of metrics for them.”
“Not only purchases are important, but also the user’s actions in the personal account – whether the CTA from the letter was clicked so that the user would perform the target action on the site.”
Dashboards on channel share in user retention
Reporting on the structure of the database in different regions
Reporting on co-promo projects
Conversion to trial
Conversion to adding a book to the shelf
End-to-end analytics
Retention
Cohort analysis
This block contains data on platform usage.
Most often, the CRM system is integrated with the mailing service , as answered by 45.54% of respondents. 48.37% use cross-channel communications. As for functionality, car owner database the most popular options were: segmentation 16.67%, promotional mailings 16.10%, trigger mailings 15.11%.
How We Conduct Email Marketing Audits
The last block contains all the data on how and why users change their mailing service.
21.29% of respondents plan to change the platform, top paraguay virtual phone number providers in 2024 almost half (48%) will do so in the next six months. 35.85% say that the main reason for moving is a lack of functionality. About 66% have already changed the platform in the past and for most, betting email list the transition took from one to three months.
21.29% of respondents plan to change their mailing platform
Of these:
9.09% are already moving
48.48% will do this in the next six months
24.24% in the coming year
18.18% in a year or later
What they want to improve in the platform
In addition, users want to simplify automation, add AMP support, improve web push integrations, template builder, and reduce price .
