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Top 10 stats from our Q3 email research study

Trends in the marketing industry move fast, so marketers need to move faster. Every year we conduct multiple research studies in the various industries that our products and services impact. For our latest study, we focused on the proliferation of email—how people deal with balancing data collection and data quality, how the presence of poorly-formed emails impact deliverability, and the different ways large and small companies track the success of their marketing initiatives.

Over 200 respondents in the U.S. took part in our latest research study. Participants came from a variety of company sizes, from small to enterprise. Industries involved in the sample include retail, manufacturing, automotive, financial services, utilities and more. Participants were allowed to select multiple answers that pertained to their business, and as such, the percentages in this report will not necessarily add up to 100 percent. 

Their responses shed light on what the top email trends and challenges were in 2015. Here are our picks for the 10 most enlightening stats from our research:

(Note: we’ve made each of these graphics a Click to Tweet link. Happy social sharing!) 

Tweet: 40% of businesses with < 25 employees do not manage their email database via @ExperianDQ

 Tweet: 40% of businesses with < 25 employees do not manage their email database via @ExperianDQ 

companies purchase email lists

Tweet: 24% of companies purchase email lists via @ExperianDQ 

methods used to track email marketing success

Tweet: 46% of companies track email success through the number of leads created from email efforts via @ExperianDQ

Tweet: 45% of companies track email success through the revenue from email marketing via @ExperianDQ

Tweet: 42% of companies track email success through the number of emails opened via @ExperianDQ

Tweet: 37% of companies track email success through the value of each email collected via @ExperianDQ

remove hard bounces from email lists

Tweet: 41% of companies maintain their email databases through removing hard bounces via @ExperianDQ

average size of email databases

Tweet: On average, companies have an email database of over 3 million records via @ExperianDQ 

no singular way to perform data cleansing

Tweet: Not surprisingly, no company, has one consistent way to perform data cleansing via @ExperianDQ

most common methods used to perform data cleansing

Tweet: The two most common methods for data cleansing are daily batch cleansing and real-time at point of capture via @ExperianDQ

increased personalization to increase subscriber interaction

Tweet: 50% of companies agree that increased personalization is the best way to increase subscriber interaction via @ExperianDQ

how many emails are invalid in your database

Tweet: Surprisingly, a third of companies don’t know how many of their emails are invalid. Yikes. via @ExperianDQ

most companies track user interaction with emails

Tweet: Hark! 62% of companies track user interaction within their email channel via @ExperianDQ

To find out more about our latest email research and keep track of how different businesses approach their email database maintenance, measure marketing success, and stay informed in this fast-moving space, check out our research report, The 2015 email data quality trends report.

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