In our latest State of Email Live webinar, we were joined by Craig Hood, Email & SMS Lead, Global Channel Excellence at AstraZeneca. Poor email engagement is one of the biggest challenges marketers face, and Craig’s experience managing the challenges of a global email program operating in 20 countries made him well worth listening to.
Rafael Viana set the scene with Validity’s latest email analytics, showing global email volumes are already setting new records as we approach this year’s peak sales season. A recent dip in global deliverability is creating downward pressure on open rates (although click rates are holding steady).
This puts the importance of engagement segmentation firmly in the spotlight, especially with recent DMA research showing only two-thirds of email senders have an “active vs. inactive” strategy in place. This has been front-of-mind for AstraZeneca, and Craig shared his top tips:
As Craig summarized: “You can’t just set it and forget it – we’ll keep on improving our analysis to find increased ways to send more emails to low-risk segments.” We highly recommend listening to the full webinar (below) to learn more about his plans.