About 80% Use 'Email Sales', but Over Half Cite 'Unknown Effectiveness' - The Cause is the Analytical Environment; The 'Need for Visualization' Influencing Outcomes Becomes Apparent
A survey by arara of 1,004 sales reps revealed that while 60% use email sales frequently, over half do not know their open rates. There is a strong demand for tools that offer mass delivery combined with easy visualization.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 19:30
- 🔍 Collected: April 14, 2026 at 11:01
- 🤖 AI Analyzed: April 19, 2026 at 17:59 (126h 57m after Collected)
arara inc. (Headquarters: Minato-ku, Tokyo, President and CEO: Noriaki Kadokura, hereinafter 'arara'), which provides the email delivery service 'arara message' (https://am.arara.com/) under the umbrella of PayCloud Holdings, Inc. (TSE Growth: 4015), conducted a quantitative survey on the 'reality and results of email utilization in sales settings'. The survey targeted 1,004 sales representatives (BtoB and BtoC) and marketers of corporate services who are engaged in sales and have sent emails to customers within the past 6 months.
Topics
[Reason why email marketing is evaluated]
It allows for direct approach to targets while keeping initial investments and operational costs low. It is evaluated as an 'effective measure with low cost for acquiring business negotiations'.
[Frequency of email use in sales activities]
Approximately 60% of representatives use emails to customers at a high frequency of 'multiple times a week' or more. It has taken root as everyday communication infrastructure.
[Implementation status of effect measurement after sending emails]
Approximately 80% recognize that measuring effectiveness is 'important', but more than half answered that they 'do not grasp' the delivery rate or open rate.
[Elements demanded in email delivery]
Approximately 70% answered that they 'would like to use a tool that can reliably deliver a large volume of emails in a short time and be analyzed with a few clicks'. There is a demand for a mechanism that can instantly visualize customer reactions while minimizing the burden on the front lines.
■ Survey Overview
Survey period: Tuesday, February 24, 2026 – Wednesday, February 25, 2026
Survey method: Internet survey via PRIZMA (https://www.prizma-link.com/press)
Number of respondents: 1,004 people
Survey target: Monitors who answered that they were engaged in sales at the time of the survey and were corporate service sales representatives (BtoB/BtoC) or marketers with experience sending emails to customers within the past 6 months
Surveyor: arara inc.
Monitor provider: Sakurisa
■ Survey Results
◇ Approximately 40% implement 'corporate website / owned media' as a digital measure
When asked about 'digital measures currently implemented in sales activities', the results were as follows:
Corporate website / owned media (39.7%)
Inside sales (telephone, web conferencing, etc.) (35.4%)
Email marketing (mass delivery, newsletters, etc.) (30.4%)
It is clear that many companies are focusing on disseminating information through 'websites and owned media', which serve as the face of the company. Next, 'inside sales' and 'email marketing' rank high, suggesting the current situation where non-face-to-face direct approach methods are also widely penetrating.
◇ Methods felt to be efficient are 'Inside Sales' and 'Email Marketing'
While various measures are being implemented, how do they feel from the perspective of cost performance? We asked about the 'method felt to have a low (efficient) 'cost per acquisition (CPA) for business negotiations' among digital marketing measures'.
Don't know / cannot judge (32.4%)
Inside sales (telephone, web conferencing, etc.) (21.9%)
Email marketing (mass delivery, newsletters, etc.) (20.3%)
While the challenge of grasping costs itself is highlighted, 'inside sales' and 'email marketing' are evaluated as efficient methods. This is considered to be because the ability to directly approach targets while suppressing initial investments and operational costs contributes to reducing the cost of acquiring business negotiations.
◇ The image of email is 'Handiness' and 'Recordability'
The image of email marketing, which was evaluated for its efficiency, resulted in the following answers:
Easy to implement (38.3%)
Leaves a record, making it easy to review later (31.9%)
High cost-effectiveness (26.0%)
The handiness of being easy to execute seems to be recognized as the appeal of email. In addition, the fact that it remains as text is also evaluated in looking back on interactions with customers later. There are also many voices evaluating its high cost-effectiveness.
Topics
[Reason why email marketing is evaluated]
It allows for direct approach to targets while keeping initial investments and operational costs low. It is evaluated as an 'effective measure with low cost for acquiring business negotiations'.
[Frequency of email use in sales activities]
Approximately 60% of representatives use emails to customers at a high frequency of 'multiple times a week' or more. It has taken root as everyday communication infrastructure.
[Implementation status of effect measurement after sending emails]
Approximately 80% recognize that measuring effectiveness is 'important', but more than half answered that they 'do not grasp' the delivery rate or open rate.
[Elements demanded in email delivery]
Approximately 70% answered that they 'would like to use a tool that can reliably deliver a large volume of emails in a short time and be analyzed with a few clicks'. There is a demand for a mechanism that can instantly visualize customer reactions while minimizing the burden on the front lines.
■ Survey Overview
Survey period: Tuesday, February 24, 2026 – Wednesday, February 25, 2026
Survey method: Internet survey via PRIZMA (https://www.prizma-link.com/press)
Number of respondents: 1,004 people
Survey target: Monitors who answered that they were engaged in sales at the time of the survey and were corporate service sales representatives (BtoB/BtoC) or marketers with experience sending emails to customers within the past 6 months
Surveyor: arara inc.
Monitor provider: Sakurisa
■ Survey Results
◇ Approximately 40% implement 'corporate website / owned media' as a digital measure
When asked about 'digital measures currently implemented in sales activities', the results were as follows:
Corporate website / owned media (39.7%)
Inside sales (telephone, web conferencing, etc.) (35.4%)
Email marketing (mass delivery, newsletters, etc.) (30.4%)
It is clear that many companies are focusing on disseminating information through 'websites and owned media', which serve as the face of the company. Next, 'inside sales' and 'email marketing' rank high, suggesting the current situation where non-face-to-face direct approach methods are also widely penetrating.
◇ Methods felt to be efficient are 'Inside Sales' and 'Email Marketing'
While various measures are being implemented, how do they feel from the perspective of cost performance? We asked about the 'method felt to have a low (efficient) 'cost per acquisition (CPA) for business negotiations' among digital marketing measures'.
Don't know / cannot judge (32.4%)
Inside sales (telephone, web conferencing, etc.) (21.9%)
Email marketing (mass delivery, newsletters, etc.) (20.3%)
While the challenge of grasping costs itself is highlighted, 'inside sales' and 'email marketing' are evaluated as efficient methods. This is considered to be because the ability to directly approach targets while suppressing initial investments and operational costs contributes to reducing the cost of acquiring business negotiations.
◇ The image of email is 'Handiness' and 'Recordability'
The image of email marketing, which was evaluated for its efficiency, resulted in the following answers:
Easy to implement (38.3%)
Leaves a record, making it easy to review later (31.9%)
High cost-effectiveness (26.0%)
The handiness of being easy to execute seems to be recognized as the appeal of email. In addition, the fact that it remains as text is also evaluated in looking back on interactions with customers later. There are also many voices evaluating its high cost-effectiveness.