《Ascend2:2023年电子邮件营销及人工智能趋势报告(英文版)(15页).pdf》由会员分享,可在线阅读,更多相关《Ascend2:2023年电子邮件营销及人工智能趋势报告(英文版)(15页).pdf(15页珍藏版)》请在三个皮匠报告上搜索。
1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.EMAIL MARKETING&AI 2023Research Created for MarketersTREND REPORT3.Methodology and Participants4.Introduction5.Rating Email Success6.Email Marketing Tactics TREND7.Most Impor
2、tant Email Tests TREND8.The Use of AI in Email9.AI Areas of Use 10.Impact of AI11.Challenges with AI Implementation12.AI Capabilities Wishlist13.Outlook on AI for Email14.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into yo
3、ur own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please fe
4、el free to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To go
5、od use!3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Ma
6、rketing ChannelB2B(Business-to-Business)25%B2C(Business-to-Consumer)51%B2B and B2C Equally24%Number of EmployeesMore than 50019%50 to 50029%Fewer than 5052%Primary role in companyOwner/Partner/C-Level50%Vice President/Director/Manager33%Non-Management Professional17%SURVEY RESPONDENTSMETHODOLOGYN=37
7、8 Marketing Decision-Makers4Email is one of the oldest digital channels available to marketers today.But new technology is changing the way email is used for marketing.So how are marketing professionals using Artificial Intelligence(AI)in email marketing?To help answer this question,Ascend2 and our
8、Research Partners fielded the Email Marketing&AI 2023 survey.We thank the 378 marketers who responded to this survey during the week of July 17,2023.Additional reports referenced:Email Marketing:Strategies,Tactics,and TrendsThis Survey Summary Report,titled Email Marketing&AI 2023,represents the opi
9、nions of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Clip the charts and write ab
10、out them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!EMAIL MARKETING&AI 2023 JOIN OUR COMMUNITY OF MARKETERS5Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023RATING EMAIL SUCCESSEmail marke
11、ting could be considered a dinosaur in terms of digital marketing channels,yet only one-quarter of marketing professionals surveyed feel that they are executing very successful,or best-in-class,email marketing programs.Another 64%report some success from their email strategy indicating that there is
12、 still ample room for improvement as businesses execute email.VERY SUCCESSFUL(BEST-IN-CLASS)25%SOMEWHAT SUCCESSFUL64%UNSUCCESSFUL11%HOW WOULD YOU RATE THE OVERALL SUCCESS OF YOUR EMAIL MARKETING STRATEGY IN ACHIEVING OBJECTIVES?6Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Publ
13、ished August 2023EMAIL MARKETING TACTICS Most tactics and trends included in email programs have not changed significantly since 2022,however there is one standout category that has garnered more attention of marketers in the past year.Twice as many marketers expect AI to be used in their marketing
14、strategy this year compared to last year with 30%of those surveyed reporting the use of AI to be included in their marketing program in the year ahead(vs 16%last year).TREND25%26%16%33%39%50%53%53%18%30%30%39%40%48%52%56%REVAMPING OF METRICS/KPIS/ATTRIBUTION TO TRACK PERFORMANCEACCESSIBLE DESIGNUSE
15、OF AIPRIVACY/SECURITY FEATURESINTERACTIVE CONTENTEMAIL MARKETING AUTOMATIONPERSONALIZATION(BEYOND THE NAME)MOBILE-FRIENDLY DESIGNWHICH OF THE FOLLOWING EMAIL MARKETING TACTICS WILL BE INCLUDED IN YOUR EMAIL PROGRAM IN THE YEAR AHEAD?20232022 MOBILE-FRIENDLY DESIGNPERSONALIZATION (BEYOND THE NAME)EMA
16、IL MARKETING AUTOMATIONINTERACTIVE CONTENTPRIVACY/SECURITY FEATURESUSE OF AIACCESSIBLE DESIGNREVAMPING OF METRICS/KPIS/ATTRIBUTION TO TRACK PERFORMANCE7Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023MOST IMPORTANT EMAIL TESTSInteractive content and landing pa
17、ges are both considered to be less important to marketers this year when it comes to testing email components.Testing messaging such as the greeting,body,and closing of email as well as subject line and content elements are considered to be the most important email-related tests to perform according
18、 to 43%,38%,and 34%of marketers surveyed,respectively.TREND24%30%20%30%27%30%31%36%40%17%22%22%29%29%32%34%38%43%LANDING PAGESCALLS-TO-ACTION(CTAS)INTERACTIVE CONTENTPERSONALIZATION(BEYOND THE NAME)LAYOUT&IMAGESTIMING AND FREQUENCYCONTENT(E.G.SHORT/LONG,PLAIN TEXT/HTML)SUBJECT LINEMESSAGE(E.G.GREETI
19、NG,BODY,CLOSING)WHAT ARE THE MOST IMPORTANT EMAIL-RELATED TESTS THAT YOU CAN PERFORM?20232022 MESSAGE(E.G.GREETING,BODY,CLOSING)SUBJECT LINECONTENT(E.G.SHORT/LONG,PLAIN TEXT/HTML)TIMING AND FREQUENCYLAYOUT&IMAGESPERSONALIZATION (BEYOND THE NAME)INTERACTIVE CONTENTCALLS-TO-ACTION(CTAS)LANDING PAGES8E
20、mail Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023THE USE OF AI IN EMAILWhile 11%of marketers report the extensive use of AI in their email marketing campaigns,another one-quarter(24%)of those surveyed report some current use and one-third(33%)say they have plans
21、 to use AI for email in the future.Just over one-quarter(28%)of marketing professionals are not using AI and do not have plans to implement it into their email strategies in the future.11%24%33%28%4%YES,EXTENSIVELYYES,TO SOME EXTENTNOT YET,BUT HAVE PLANS TONO,WITH NO PLANS TOUNSUREARE YOU CURRENTLY
22、UTILIZING AI TECHNOLOGIES IN YOUR EMAIL MARKETING CAMPAIGNS?9Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023AI AREAS OF USEFor the 68%of marketers who report current or planned use of AI in their email strategy,over half(55%)say they use(or plan to use)it for
23、 email retargeting and another 53%for content personalization.Subject line optimization,dynamic content generation,and automated segmentation are also popular areas of use according to 44%,42%,and 40%of marketers surveyed,respectively.26%33%37%40%42%44%53%55%A/B TESTING AND OPTIMIZATIONPREDICTIVE AN
24、ALYTICS FOR CUSTOMER BEHAVIORSEND TIME OPTIMIZATIONAUTOMATED SEGMENTATION AND TARGETINGDYNAMIC CONTENT GENERATIONSUBJECT LINE OPTIMIZATIONCONTENT PERSONALIZATIONEMAIL RETARGETINGWHICH AREAS OF EMAIL MARKETING DO YOU CURRENTLY LEVERAGE(OR PLAN TO LEVERAGE)AI FOR?10Email Marketing&AI 2023 Conducted by
25、 Ascend2 and Research Partners Published August 2023IMPACT OF AI35%of marketers surveyed are currently using AI,either extensively or somewhat.Of this group,an overwhelming majority(96%)report that AI has had a positive impact on their overall email marketing performance.42%of those surveyed have ex
26、perienced an extremely positive impact on their email marketing programs as a result of using AI.42%54%2%1%1%EXTREMELY POSITIVESOMEWHAT POSITIVESOMEWHAT NEGATIVEEXTREMELY NEGATIVENO SIGNIFICANT IMPACTDESCRIBE THE IMPACT THAT THE USE OF AI HAS ON YOUR EMAIL MARKETING PERFORMANCE.11Email Marketing&AI
27、2023 Conducted by Ascend2 and Research Partners Published August 2023CHALLENGES WITH IMPLEMENTATION44%of marketers who are currently using AI for email struggle with data quality and availability when implementing it into their strategy,while 42%report concerns with customer privacy and data protect
28、ion.Just over one-third of AI-users surveyed lack an effective strategy and face limited budgets when implementing AI in email.22%30%33%35%36%42%44%RESISTANCE FROM STAKEHOLDERS OR TEAM MEMBERSLACK OF TOOLS AND/OR LIMITATIONS OF CURRENT TECH STACKLACK OF INTERNAL EXPERTISELIMITED BUDGET FOR AI IMPLEM
29、ENTATIONLACK OF AN EFFECTIVE STRATEGYCONCERNS ABOUT CUSTOMER PRIVACY AND DATA PROTECTIONDATA QUALITY OR AVAILABILITY ISSUESWHAT ARE THE TOP CHALLENGES THAT YOU HAVE ENCOUNTERED WHEN IMPLEMENTING AI IN EMAIL MARKETING?DATA QUALITY OR AVAILABILITY ISSUESCONCERNS ABOUT CUSTOMER PRIVACY AND DATA PROTECT
30、IONLACK OF AN EFFECTIVE STRATEGYLIMITED BUDGET FOR AI IMPLEMENTATIONLACK OF INTERNAL EXPERTISELACK OF TOOLS AND/OR LIMITATIONS OF CURRENT TECH STACKRESISTANCE FROM STAKEHOLDERS OR TEAM MEMBERS12Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023AI CAPABILITIES WI
31、SHLISTWhat would marketers like to have the ability to do with AI for email?Over half of all marketers surveyed report that having enhanced personalization algorithms and recommendation engines would top their list.Nearly half would like AI features that automate content creation and copywriting and
32、 improved predictive analytics and consumer behavior modeling.36%40%46%47%51%ADVANCED TESTING AND OPTIMIZATION FUNCTIONALITIESBETTER INTEGRATION WITH CRM AND OTHER MARKETING TOOLSIMPROVED PREDICTIVE ANALYTICS AND CUSTOMER BEHAVIOR MODELINGAUTOMATED CONTENT CREATION AND COPYWRITINGENHANCED PERSONALIZ
33、ATION ALGORITHMS AND RECOMMENDATION ENGINESWHICH OF THE FOLLOWING AI CAPABILITIES OR FEATURES WOULD BE MOSTHELPFUL IN EMAIL MARKETING PLATFORMS?13Email Marketing&AI 2023 Conducted by Ascend2 and Research Partners Published August 2023OUTLOOK ON AI FOR EMAILWhat is to come for AI and the role it play
34、s in email marketing?One-third(32%)of all marketers surveyed expect AI to play a central role in all aspects of email marketing in the future and another 40%believe that AI will have a significant role but do not feel that it will replace human creativity and strategy.12%say that AI will have limite
35、d applications in email marketing.32%40%12%16%AI WILL PLAY A CENTRAL ROLE IN ALL ASPECTS OF EMAIL MARKETINGAI WILL HAVE A SIGNIFICANT IMPACT BUT WONT REPLACE HUMAN CREATIVITY AND STRATEGYAI WILL HAVE LIMITED APPLICATIONS IN EMAIL MARKETINGNOT SUREHOW DO YOU ENVISION THE FUTURE ROLE OF AI IN EMAIL MA
36、RKETING?14We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increase engagement.Join the industry powerhouses that use Ascend2 to create compelling research content that speaks to their audien
37、ce.CUSTOMIZED B2B RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US15Dont just take it from us.Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascend2 for any research projects in the B2B marketing space.Coming from a heav
38、y academic-research background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsify had very specific goals in mind to support multiple use cases with original research.Todd and Jenna of Ascend2 had the requisite knowledge,skills,and resources to achieve our we
39、ighty objectives.Further,the program was affordable(even for an early-stage startup),and the results to date are already surpassing our ROI goals.”-David Crane,VP Marketing,Intentsify“Ascend2 was a pleasure to work with and helped us to design a thoughtful survey that uncovered truly actionable and
40、noteworthy findings.They work smart and fast and even helped to promote and place the research results at launch.Ascend2 is at the top of our list for future projects.-Nick Olsson,CEO,Olsson Communications“On a hunch that original,empirical research could boost engagement with my audience,I contract
41、ed Ascend2 and Todd Lebo to provide a study on the most effective tactics being employed by B2B marketers.The research was delivered on time in an easily workable format,and any minor corrections were handled with rapid turnaround and excellent customer service.In the end,the research deliverable en
42、ded up influencing hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of the research.I am extremely impressed with Ascend2 and will use them again any time I require original research on industry influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US