Half of marketers put company names in emails

Around half of all marketers choose to use their company name in their email messages, a new survey has found.

According to a study by eROI, which analysed trends in email marketing, about one in two firms uses their company’s name in emails, while a fifth uses an individual’s name.

About a third of respondents said that the name they use in email messages depends on the particular campaign.

The study also found that 30 per cent of marketers incorporate site navigation into their emails, with 15 per cent stating that this improved overall click-through rates.

However, just one in ten marketers create mobile-friendly versions of their email messages, while 55 per cent conceded that they do not know how to authenticate their campaigns.

A recent study by JupiterResearch found that just four per cent of marketers personalise their messages and of those who do, 76 per cent use five “data points” or less in the personalisation process.