Within this range of thinking, the majority of participants, 52.5%, say they use their email marketing campaigns 1 to 3 times per month . As we can see in the table, 17.2% say they do not send this type of email on a monthly basis, which implies a lack of use of the tool. 49% of all respondents say that their frequency will increase in the medium term.
The report also sheds light on the content most often sent by companies in their campaigns, and here outreach wins by a landslide: almost 70% use email to send out outreach content to their contacts. Just under half, 43.6%, send commercial proposals . Offers are the third type of communication and are usually sent by almost 37%, also in line with the priority of increasing conversions. On the other hand, 84.3% of the emails sent are responsive , that is, they are designed to be viewed on mobile devices.
Nowadays, with the presence of new digital tools and oman business email database platforms, email marketing alone may not be enough to meet the needs of brands. For this reason, companies use it in conjunction with other complementary channels, of which 83.3% prefer social networks to complement their strategy.
This trend can be associated with another section of the study on the adaptation of emails to mobile devices. These are the main means of connection today, and the preferred device for using social networks. In this regard, the vast majority (84.3%) prefer to modify their emails so that they adapt to the interface of mobile devices .
On the other hand, the second most accepted complementary channel in the study was the sales force , with 40.7%, followed by messaging (WhatsApp) with 36.8% and direct marketing with 34.3%. These channels considerably double the data from channels such as push notifications and SMS , with a total of 15.2% and 9.8% respectively.