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1、Gartner for Marketing LeadersDigital IQ:Email Marketing Benchmarks for 2022 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_21738182Introduction Email marketing remains a cornerstone channel among digital marketing leaders.According to the 2022 Gartner CMO Spend and Strategy Survey

2、,44%of CMOs say that email marketing is essential to their overall digital marketing strategy,allocating nearly 8%of their entire digital marketing budget to the channel.1 Yet,despite marketers remaining faithful to this tried-and-true program,evolving consumer behaviors and preferences pose challen

3、ges.When analyzing the email performance of 1,227 B2C and B2B brands,we found that brands continue to pump out more emails over time despite dwindling open rates(see Figure 1).This suggests that the emails themselves are not resonating with customers.In turn,64%of consumers and B2B buyers report fee

4、ling overwhelmed by brand communications.2 Marketers need to design an email marketing strategy that shifts from increasing the volume of emails to enhancing the value of emails for consumers.This includes providing a clear value exchange at email signup,giving customers agency over email frequency,

5、prioritizing messaging relevance through personalization and balancing email campaign types(see Note 1).Figure 1:Email Volume and Open RatesIn the face of falling open rates,digital marketing leaders are sending more emails than ever before.But at what cost?Learn how 1,227 brands in our benchmark ha

6、ve adjusted their email marketing strategy to deliver best-in-class customer value,tailored help and content.n=1,227 brandsSource:Gartner analysis of eDataSource data1,000BQ32020Q42020Q12021Q22021Q32021Q42021Q12022Q2202230%500B15%0B0%Open RatesProjected Emails(in billions)Estimated EmailVolumeAverag