Email Marketing Identified as Top Channel for ROI

A decade of email marketing research reveals that email is the fastest-growing channel for ROI in the marketing industry. This news stems from the “Email Marketing Industry Census 2016,” published by Econsultancy and Adestra.

According to data from the census, 73 percent of company respondents rate email marketing as “excellent” or “good” in terms of ROI. This number is up from 66 percent in 2015.

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Research also revealed that companies that invest at least one-fifth of their marketing budgets on email are eight times more likely to see 50 percent more sales attributable to it.

“It’s not just email marketing technology that has evolved in the past ten years, but also the mindset of marketers,” said Henry Hyder-Smith, CEO of Adestra. “The last decade has shown an increased integration between the technologies and channels used, shifting away from broadcasting singular messages across all possible channels to carrying out better segmentation and increasingly sophisticated personalization.”

Companies that claim to excel in personalization are more than twice as likely to say that their email campaigns are “excellent” or “good” compared to those who are not personalizing their messages. About 79 percent of companies are still using a “basic” approach when it comes to email segmentation.

Increasing the Potential for Email Marketing Success

The “2015 iris B2B Participation Survey” discovered that 63 percent of email recipients delete ones they don’t like without opening them first. However, research shows that there are ways marketers can expand beyond a basic email marketing approach.

An analysis of responses from 200 marketers by VentureBeat found that 95 percent have seen their open rates increase through personalization.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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