Market research budgets are, according to research, being restricted year-on-year and the Covid-19 pandemic has significantly increased this trend. For us it might be good news. If other companies, particularly competitors of yours, are changing their targets for investment, it almost always means that a gap will be opening for others to exploit. And it is one that is vulnerable to email marketing.

We obviously do our own research. Every split test, every change of subject line and every time you peruse your completions, you are into market research. While each individual action is minor, given the number of times you split test, the cumulative information is significant. We thrive on data. Other companies need it, so cutting back on research is going to harm them.

One research document showed that there has been a steady reduction in investment in marketing over the last eight years, although, predictably, the second and third quarters of 2020 showed a remarkable dip. Some of the companies which have been cutting back will have been sourcing their data from social media and, without considerable investment in time, it can be undependable. We, on the other hand, have believable statistics.

2021 will be difficult for all of us and sitting back with a smug smile on your face knowing that you have excellent data from marketing emails is going to mean you drop back. You’ve got work to do. As always. However, things have changed slightly as to what we need to get from our data.

One of the most difficult aspects of the post pandemic, and post Brexit business environment will be distinguishing between a blip and a trend. Again, it’s always been a problem. Now, though, it becomes something of a trap as if you invest too much into what turns out to be a blip in the market, you will fall behind.

Split testing needs to be targeted on gaining information that can be used to make vital decisions. The marketplace will be shifting rapidly in the days to come. We need facts to enable us to pick the best way to go.