Enterprise Email Marketing: Top Trends and Challenges

Marketers at large companies plan to focus their email strategies more on automation and mobile-friendly design in the year ahead. According to recent research from OMI and Ascend2, the top email trends they plan to embrace are automation (64%), mobile-friendly design (59%), and personalizing messages beyond simply the recipient's name (54%).

Enterprise marketers say their biggest challenges with their email programs are increasing engagement and measuring performance. The most important tests they perform on their email programs are personalization beyond the recipient's name (39%) and timing and frequency (38%).

The most useful ways to use AI as part of their email marketing programs are for retargeting (39%) and to better understand the customer lifecycle (39%). The research was conducted in July 2022 among 133 marketers at enterprise companies.