Representatively shows the current reality of the channel, the types of campaigns, the remuneration models and the most popular trends among advertisers and delivery platforms. 35% of large advertising advertisers continue to bet on recruitment email marketing types of campaigns the spanish market has its own singularities with respect to the realities of other countries, such as the united states, the united kingdom, france or germany.
Here, the email marketing campaigns that have been sent with the greatest intensity during 2016 are from the travel, finance and banking and insurance sectors , reporting relevant reactivity among the audience and with higher Image Masking performance. Travel -related campaigns (offers, airlines or tourist offices) are present in most databases, being one of the favorite sectors (17%) and the most stable in response. Following this category and with equal penetration, finance/banking (14%) and insurance (14%). As far as finance/banking is concerned, loans and credit actions are mentioned with priority and, more secondarily, credit card-type products. Regarding insurance, several of the study participants stressed that car insurance works better than the rest, followed by health insurance, if they are not companies that have saturated the channel too much.
In third position, and despite the longevity of this industry in recruitment email marketing, is the training sector (11%), with a significant presence of the online training offer and with a higher response between the months of september and january. Different remuneration models the cpm model (cost per thousand shipments) is one of the payment formats with the greatest role in the email marketing channel in the last 3 or 4 years, giving relief to the previous great presence of variable models. In fact, 36% of the large advertisers interviewed work exclusively with cpm.