Informative content: the most sent content
As for the most sent content, informative content shines again and, like last year, is used by 79% of companies. Of this percentage, 75% use email to sell, while 52% use it to build loyalty and 49% to inform.
Second place goes to commercial proposals , used by 42% of companies, showing a slight increase compared to 2022, when it was 39%. This shows consistency with the desire to increase sales. Of these, 56% believe that the success of their email marketing strategy is based on good copywriting.
Commercial offers are the least used type of content, at 32%. Their use has even declined, as in 2022 it was 33%, reflecting that the strategy of reducing prices has not changed.
Most respondents (76%) believe that database quality brazil number data is the key to successful email marketing campaigns. They also highlight segmentation (69%), personalization (61%) and good copywriting (56%).
In terms of segmentation, 61% use the preferences or interests indicated by the subscriber when registering to segment their emails. 52% use the origin of the registration, 41% use user behavior, and 29% take into account socio-demographic data. At the other extreme, 12% (vs. 9% in 2022) of participants do not use any data to segment.
Speaking of personalization, the user's name is the element of the email that is most personalized . Other aspects that are personalized are: the subject (55%), the body of the message (54%) and the product or service being sent (39%).
12% do not personalize their messages, a figure that increased compared to 2022, when it was 12%.