State of Email in Lifecycle Marketing Report

This report presents findings from the State of Email survey, focusing on how marketers utilize email for activation, engagement, and retention within lifecycle marketing. It discusses the challenges of measuring lifecycle marketing effectiveness and highlights the top priorities for marketers in the current year, with an emphasis on improving data management. The report identifies a misalignment between marketing goals and actionable strategies, as expressed by survey respondents. Additionally, insights from six lifecycle marketing experts are included, offering recommendations on what marketers should prioritize in the next 12 months. The report reveals that only 44% of marketers currently use lifecycle emails and addresses the potential of email personalization, noting that while 95% of marketers employ some form of email personalization, more advanced techniques may be necessary to enhance effectiveness. The findings are contextualized within various industry sectors, including software, technology, and retail.