61% of Marketers Cite Email Subscription List Growth Over Past 12 Months

Marketers are continuing to refine the way they connect to customers, and new research suggests that they are shifting their focus to email to make a lasting impact.

Cordial published its “Cross-Channel Marketing Study,” and statistics indicated that over the last year, most marketers (61%) have grown their email subscription list. About 31% said that their list grew by up to 25%, while 22% claimed that it expanded by between 25-50%. Approximately 8% stated that their list grew by between 51-100%.

Looking ahead to next year, nearly 82% of marketers said that they intend to increase the number of emails they send to subscribers. On the customer side, most (83%) say they have made a purchase in direct response to an email they received from a company.

Driving Revenue Through Email Marketing

Email has long been an effective tool for marketers looking to establish relationships with customers. Previous research indicated that it also remains a key driver of sales revenue.

Cheetah Digital released its “Digital Consumer Trends Index 2021” report, and data suggested that email is still overwhelmingly the top driver of sales. It outperformed SMS by 92% and banner ads by 39%. In addition, when respondents were asked about how they have made purchases over the past 12 months, most (45%) cited email.

However, social media marketing is not far behind, specifically in terms of reach. Approximately 43% claimed that they had made a purchase via a social media post over the last year as well.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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