Three in Four UK Marketers Automate Email Campaigns

Even among small firms, most have automated email marketing

July 22, 2016 | Marketing

Email marketing automation is most likely to be used by large companies, according to UK senior marketers surveyed by email service provider Mailjet in April 2016. Companies with at least 250 employees were about 69% more likely than their counterparts with fewer than 100 employees to automate email marketing campaigns.

Medium-sized companies, which Mailjet defined as those with 100 to 249 employees, came in around the average. Overall, about three in four marketers said they used email marketing automation.

Other research has shown that the barriers to marketing tech adoption can be higher for larger companies, but at the same time, these firms are more likely to have the money and expertise to implement new technologies.

Over eight in 10 UK senior marketers say their company sends an automated welcome email, overwhelmingly the most common type of automated message according to respondents.

An April 2016 report by Econsultancy highlights digital marketing technologies for which client-side marketers across the planet plan to increase investment; 30% say they plan to increase marketing automation, up from 2015’s 24%.

B2B Marketing and Squiz found in February 2016 that 47% of UK and US senior business-to-business (B2B) marketers are considering reviewing or purchasing marketing automation technologies.