Report: Email Still Tops Marketers’ List of Most Effective Channels

Email remains largely significant to marketers, and as a result, new research indicates that they will be increasing their investments in this area in 2022.

Litmus recently conducted its “2021 State of Email Report,” and statistics suggested that email marketing still tops marketers’ list of most effective marketing channels. This is followed by paid search/ads, organic search, and social media.

As a result, marketers also intend to increase the amount of their budget that they allocate to email in the coming months. Overall, 29.7% of respondents said they intend to increase their email marketing budget by up to 15%, while 7% said they are going to do so by more than 15%. The majority of marketers (43.1%) claimed that they are going to at least keep their email budget the same in 2022.

Marketers See Growth in Email Subscription Lists

The shift in focus toward email marketing may not come as a surprise, as previous research has suggested that marketers have already been seeing a growth in their email subscription lists.

Cordial published its “Cross-Channel Marketing Study,” and data indicated that over the last year, the majority of marketers (61%) have seen their email subscription list grow. Nearly 31% claimed that it has grown by up to 25%, while 22% stated that it has expanded by between 25-50%. Nearly 8% said that it had grown by between 51-100%.

In 2022, about 82% of marketers intend to increase the number of emails they send to subscribers. Approximately 83% of customers claim that they have made a purchase in direct response to an email they received from a company.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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