The 2017 Econsultancy/Adestra email Marketing Industry Census has revealed that email marketing is top of the ROI Charts for the third year in a row.
Based on a survey of over 1,200 marketers undertaken between February and March 2017, 73% of companies along with 76% of agency respondents rated it excellent or good.
Budget allocated, however, was only 15% of total marketing budget, with a feeling that the growing complexity of the digital marketing landscape still left many marketers confused as to how best allocate funds to create a more complete campaign.
Those marketers who are more tech savvy and able to master the data and successes within email marketing are set to gain business advantages over competitors over the next 12 month period.
“The results of this year’s Census show that marketers are struggling to see the bigger picture and stand by their choices,” explained Henry Hyder-Smith, Adestra CEO. “By getting the fundamentals working together – personalisation, automation, integration, optimisation – they can make the most of the technology available, offer their customers the experience they are looking for, and realise the benefits of becoming First-Person Marketers.”
Monica Savut, head of research services at Econsultancy, said: “Email continues to be one of the most effective marketing channels and it’s encouraging to see that marketers are looking beyond standalone campaigns by embracing marketing automation and personalisation. However, this year’s Census shows that marketers need to adopt a more rigorous approach, keeping a sharp focus on both technology and strategy while never losing sight of the customer.
“The rewards are there for the taking, but reaping maximum value is dependent on two key success factors: investment that is proportional to any potential returns and a comprehensive strategy that focuses on continuous measurement, testing and optimisation.”
The full report can be downloaded here:
