The majority of companies enter into dialog with customers via e-mails and newsletters. However, fundamental aspects are often disregarded, according to a new study.

Nearly every (95.4 percent) of the top 5000 companies actively engage in email marketing. This is encouraging, because email marketing is an efficient channel for entering into a dialog with one’s customers. Problem: Basic aspects of e-mail communication are often disregarded by companies.

This was the result of a study by a management consultancy.

Result: A legally compliant sign-up process is a rarity. Even though the adoption of the General Data Protection Regulation almost a year ago caused a lot of panic and concern in the field of email marketing, many companies seem to be relatively unconcerned about the new penalties imposed by the change in the law. A full 18.3 percent still operate without the now mandatory double opt-in process – in the consulting and IT sectors, the figure is as high as 30 percent. 38 percent continue to ask for too much data when registering. Only one in four companies is really transparent about what happens to the data it collects. The biggest problem, however, lies in the ability to object to the tracking of reading behavior – just two percent meet the requirements of the legal amendment here.

There is also room for improvement with newsletters

There is also a lot of room for improvement when it comes to newsletters: although newsletters have established themselves as a cost-efficient and effective customer acquisition and retention tool, only around 60 percent offer the option of registering for the company’s own newsletter as a non-customer. A fast and barrier-free registration can only be found at every fifth company.

The topic of marketing automation has also not yet fully arrived in the marketing departments. Here, on average, only 28 percent of the maximum score was achieved. Just two out of ten companies welcome new readers with a welcome e-mail. Less than one percent implement a multi-stage welcome campaign. Occasion-related trigger mails are part of the marketing mix at only 18 percent. And this is despite the fact that 43 percent work with a professional dispatch service provider – in other words, they already have the basic requirements for automated customer contact.

At the same time, many companies also find it difficult to address readers personally. Although 73 percent ask at least for the name of the prospective customer when registering, this data is only used by 61 percent.

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