Email marketers facing data and tech challenges – DMA

dma email data and tech - mediashotz - background image by Gerd Altmann from Pixabay

The DMA recently asked marketers about the biggest challenges they experience when executing email marketing programmes, with data and technology issues coming top of the list. 

Concerns around the lack of data, access to it, or its quality, have been mentioned by half of respondents (52%) – an increase of 10% year-on-year.

The DMA has published a note on its findings in its Challenges and Successes Through the Lens of 2021 report.

Email marketing challenges

In addition, the focus over the past 18 months on digital channels to engage with customers has also led to increased awareness of the challenges around the technology (38%) required to collect, manage, and utilise the insights data can provide – an increase of 14% over the past 12 months.

The pandemic challenged global brands to think differently, and many, as the DMA found in the Marketer Email Tracker 2021, have seemingly welcomed this. 

However, this presented marketers with fresh challenges.

“Our latest findings highlight the increasing significance of reliable data insights and technology to successful email marketing programmes”, said Tim Bond, Director of Insight at the DMA. 

“The better the quality of data and technology to analyse it, the more accurate insights we acquire about prospective and existing customers, which leads to more informed decisions that benefit businesses, and most importantly, their customers.”

Traditionally, issues around budgets and resources have regularly been cited as the biggest challenges. 

Indeed, the number of marketers citing ‘Limited budget’ has fallen from 44% in 2020 to 29% in 2021.

Emails rise

In general, in 2020, the volume of emails sent saw a consistent increase (17%) compared to previous years. 

In particular, the Financial and Utilities sectors have seen greater than average increases. 

Travel has seen an improvement too, the DMA said, despite the difficult year when one might expect to see email volumes decline.

And despite the challenges all businesses have faced, around half of marketers report increases in many email key metrics over the last 12 months. 

For instance, list size (51%), delivery rates (43%), open rates (48%), and click-through rates (46%) have all increased.