根据Return Path和Demand Metric最新的“电子邮件营销报告”,近1/4的营销人员的营销人员报告说他们在过去两年内改变了他们的电子邮件服务提供商(ESP)或添加了一个新的专用IP地址(24%)。而且,成本并不是这种改变的主要原因,而是技术限制(50%)。品牌正在寻找强大的解决方案来支持动态元素和自动化等1对1通信等高级功能,并进行电子邮件创新。
改变ESP的第二个最常见原因是电子邮件的可传递性,41%的受访者这么表示。1/4的美国营销电子邮件未能到达收件箱,因此营销人员可能会转移到新的提供商,以纠正可传递性问题。
在进一步分析结果时,打开率低于平均水平的公司比高于平均水平的公司更有可能改变ESP。
毫不奇怪,对于那些打开率低于平均水平的营销人员来说,这是转换ESP的第二大原因,其中41%的受访者将其作为动机。相比之下,在打开率高于平均水平的受访者中只有6%改变了他们的ESP,这使得他们成为最不具影响力的理由。
相反,许多享受高于平均打开率的营销人员表示需要重新开始是改变ESP或创建新的专用IP地址的主要原因(33%)。这是仅次于技术限制和电子邮件可传递性的第三大原因。
正如人们所预料的那样,打开率率低于平均水平的营销人员更关注一系列其他问题,包括不合标准的用户体验、成本和缺乏客户支持等。
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