As with many things in digital, there's always someone proclaiming the imminent death of email.
Its 'killers' are said to include social media, instant messaging, and spam. However, it's still here, it works, and we can prove it.
According to our Email Marketing Industry Census2014 sponsored by Adestra, revenue from email has increased proportionately by 28% in one year.
Forget the naysayers, email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’.
This marks a 3% increase since last year, while the previously highest ranked digital marketing channel, search engine optimisation, dropped 8%, possibly due to the effect of ‘not provided' keyword data.
Q: How do you rate the following channels in terms of return on investment? (company respondents)
However, companies are spending just 16% of their marketing budget on email.
According to Adestra Director Steve Denner:
Yet again we can see that email is an extraordinary channel for delivering ROI. The danger for buyers of marketing technology is that they increase spend on email assuming continued growth in return. The danger for vendors is that they attempt to capture a greater proportion of the budgets available without providing real return.
Email generates fantastic results for those who are making the time to adapt their marketing practice to the changing expectations of their customers.
One proven way to boost ROI is to make use of functions such as personalization, automation, dynamic content and mobile optimization. The report shows that there is a trend where email ROI increases markedly with increased use of email platform functionality.
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