First, Zapier’s new report on the State of Business Automation finds that 84% of marketers believe marketing automation will help them survive the pandemic and that nearly half (47%) say from home from being more productive than from the office. The key for marketers is that automation will help find burnout and reduce some of the stresses associated with the job.
More data from the Zapier report can be found here.
One place where automation may become a hindrance to small and medium-sized businesses is in engaging with customers. According to new data from the DMA, around half (58%) of shoppers say the majority of the marketing emails they receive are not relevant to them. Only about one in six buyers surveyed by the DMA found that half of the marketing messages they received were relevant to their wants or needs.
“While email remains the most effective and popular way for brands to engage with consumers, there is still room for improvement. Over the past year, more and more consumers are finding more and more marketing emails useful most consumers find only 25% or less valuable, which means that through intelligent marketing, brands need to better understand what is relevant to their customers, “said Tim Bond, Head of Insight at DMA.
The data should act as a wake-up call for brands to review email performance and optimize emails for better engagement.
Further data from the DMA can be found here.
Keywords: Direct Marketers Association, DMA, Zapier, Advertising, Email Automation, Email Content, Email Marketing, Email Relevance