Businesses to spend more time, money on email campaigns in 2016

Businesses are set to increase spending and time on email marketing, according to Email On Acid, proving that the communication channel remains a top priority and a critical tactic to increase engagement, sales and brand awareness.

by Helen Leggatt

Nearly three out of four companies (71.8%) surveyed by Email On Acid plan to spend more time on producing email campaigns this year and more than four out of five (86.7%) say they will increase email marketing budgets.

Sixty percent say that additional email budget will be spent on technology and tools, followed by list growth (38%), development (37%) and design (32%). Top email marketing goals for this year are providing contextually relevant experiences (34%) and improving content (31%).

Such are the findings of Email On Acid's '2016 Email Marketing Insights Study', which, says John Thies, CEO of Email on Acid, "confirms that email will remain a critical tactic to increase consumer engagement, sales and brand awareness".

More than two-thirds (69.1%) of companies report they currently spend between 1 and 5 hours developing a typical email campaign and 3 in 10 say they plan on spending an additional 20+ hours each month on their email marketing programs. Furthermore, 23.5% of companies say they will increase email frequency and plan to send an average of more than 1 email per day this year.

With more marketers reporting more emails opened on a mobile device, the importance of configuring emails for a wide variety of mobile devices was also being better understood by businesses.