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25 February 2014 - the speed of use of email marketing technology has a dramatic impact on the success of email marketers.

This is the finding of a new research study published by Econsultancy, in partnership with dotMailer.

The research project reveals just how marketers spend their day, and how successful email marketers are outperforming their counterparts, through the ‘speed of use’ of their email marketing technology.

The headline stat: marketers with email technology that makes their tasks fast/easy are 57% more likely to report above-industry average conversion rates.

What’s more, despite this correlation between email marketing success and email technology speed-of-use, 37% of marketers describe their email solution as ‘slow/difficult’ to use.
Only 36% of marketers reported actually being happy with the ease and speed of use of their email technology.

Econsultancy’s Email Marketing Speed Imperative Study – a global survey of more than 500 marketing professionals – found that marketers are facing extreme time challenges in their day to day work. And time is the missing ingredient in practising advanced and more profitable email marketing.

The survey shows how marketers with slower systems spend over half their time on email, in deployment, creative and basic data segmentation.

Tellingly, marketers with email technology that delivers speed of use spend 250% more time on strategy than their slower peers.

The results of this activity appear to speak directly to the bottom line, with marketers using email technology that is slower to use being three times more likely to report below industry average conversion rates.

Skip Fidura, Client Services Director for dotMailer, comments: “The breadth and weight of workload on marketers seems to grow materially, year on year, and time is absolutely key to their success.”

Econsultancy Research VP Stefan Tornquist comments: “Marketers have more to do than they have time in which to do it. In theory, technology is here to help with that challenge. In reality, most marketers are dissatisfied with how technology is addressing the challenges they face with lack of time.”

***Get this report***
The full report is available on the Econsultancy website here:

The research is free for Econsultancy subscribers, or available on a pay-per-view basis.

For more information about this report, contact:
Linus Gregoriadis, Research Director, Econsultancy
e: linus.gregoriadis AT econsultancy.com
t: +44 (0) 207 269 1450

For dotMailer press information please contact:
Ashwin Bolar, Social Content & Marketing Manager, dotMailer
e: ashwin.bolar@dotmailer.com
t:020 7654 8682

***About Econsultancy***
Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events.

Founded in 1999, Econsultancy offices in New York, London and Singapore.

Our blog is read by over 500,000 professionals around the globe each month, with 250,000 subscribers having additional access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription is supported by digital transformation services including digital capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the
Econsultancy community together around the world.

Subscribe to Econsultancy today to accelerate your journey to digital excellence.

Call us to find out more:
New York: +1 212 971 0630
London: +44 207 269 1450
Singapore: +65 6809 2088

***About dotMailer***
dotMailer provides leading email marketing and marketing automation solutions for SMEs, retailers and big brands.

Our unique ‘speed-of-use’ technology is completely unchallenged in the market place.
Fifteen years of innovation have led to an email and marketing automation solution that enables marketing teams to transform the way they work.

With dotMailer, advanced tasks become fast tasks, freeing up your and your team’s time to do much more of the strategy and analysis that drives growth.

Our flexible technology – it scales to fit the requirements of SMEs up to big name brands and multi-nationals, and integrates with leading CRM and CMS – is supported by the very best expertise, guidance, creative and strategic services.

Find out more at dotmailer.co.uk or call us:
New York: +1-212-971-9408
London: 0845 337 9170
Edinburgh: 0131 718 6037
Manchester: 0161 618 1070

Published on: 9:44AM on 25th February 2014