Report: Email Marketing Effectiveness is on the Rise

As marketers continue to turn to email to achieve a wide range of objectives, new research suggests that they are seeing increased success with this marketing tactic.

DemandMetric in partnership with Return Path recently conducted “The State of Email Marketing” report to determine how email is being leveraged by marketers to achieve top objectives. Seventy-eight percent who said their effectiveness is improving are using email to build brand awareness.

About 77 percent of those whose effectiveness is rising said they use email to communicate with prospects, and 60 percent who said the same leverage email to generate revenue.

Overall, 36 percent of marketers stated that their email marketing effectiveness is improving slightly, while 8 percent said it was improving significantly. Thirty-seven percent claimed that it was at least “holding steady.”

Marketers Remain Dedicated to Investing in Email as a Tactic

Effectiveness aside, previous research suggests that marketers continue to turn to email to reach out to their customers and prospects.

The Manifest recently published the “State of Email Marketing in 2018” report and discovered that the majority of businesses (69 percent) dedicate time and money to email marketing as a tactic. Product/company updates (69 percent), promotional emails (69 percent), newsletters (68 percent) and event invitations (65 percent) were the most popular type of emails that marketers sent out.

In terms of email marketing objectives, goals varied according to company size. For instance, 34 percent of marketers from companies with 101 to 500 employees said that their main goal is to grow/retain customer base. This is compared to just 27 percent of marketers with 501+ employees who said the same.