News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Email continues to be ranked top for return on investment
It's hard to recall just how many years the death of email has been rumored, but still the speculation rumbles on despite data, such as that from Econsultancy, that shows email is doing just fine, thank you very much.
"It's still here, it works, and we can prove it" writes Graham Charlton, Econsultancy's editor-in-chief, following the release of the firm's latest Email Marketing Industry Census 2014, sponsored by Adestra.
It found that, in terms of ROI, email was ranked by 68% of companies as the channel that outperformed all others with 22% ranking it 'excellent' and 46% ranking it 'good'. Online display advertising came bottom of the pile with just 5% ranking it 'excellent' and 28% 'good'.
Furthermore, email marketing is reaping rewards with, on average, 23% of total sales being attributed to email marketing, up from 18% in 2013.
However, according to Steve Denner, director at Adestra, marketers should not be complacent and expect continued growth. Instead, ROI can be boosted by paying attention to consumer behavior and expectations and including features such as personalization, automation and, perhaps most importantly, mobile-optimization.
"The danger for buyers of marketing technology is that they increase spend on email assuming continued growth in return," says Denner. "The danger for vendors is that they attempt to capture a greater proportion of the budgets available without providing real return."
Image via Shutterstock
- Video ad budgets increasingly diversifying beyond pre-roll
- Reports: Mobile, deals important to shoppers
- Expert: How brands can use social data
- Study finds 2/3s purchase via mobile
- Consumers shun search engines for retail sites during product discovery
- Trust holding back sharing economy adoption
- Top tips to improve cash flow
- Study IDs email fatigue
Featured White Papers
- The Keys to a 'Stop 'em & Grab 'em' Landing Page
Follow these keys when developing your landing page, and in no time you will have all of the traffic and...