Email Marketing Rules The Roost For ROI

Email Marketing Rules The Roost For ROI

Over recent years there has been a love-hate relationship with email marketing as digital marketing has matured, but the channel continues to hold it’s top spot for returning investment…

1. Email leading the ROI charts

73% of company respondants rate email marketing as ‘excellent’ or ‘good’ for the company when it comes to return on investment. This is up from 66% in 2015!

Only 5% rate email poor for ROI, in comparison to the 26% that rate online display adverting and 24% for mobile marketing.

This year email marketing has secured the top position from SEO by 9%

Here is a graph showing company respondents response to rating the following channels in terms of ROI (provided by Econsultancy)

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Not enough budget allocated to email?

According to an Econsultancy chart on average, organisations in 2016 are sending 15% of their marketing budgets on email campaigns.

Over the past years, the chart/survey data shows a correlation between the amount of marketing budget allocated to email and the proportion of sales as a result of email.

Even though this shows there are results, it may also show an under-appreciation of the channel. Only 15% of the marketing budget accounts for 23% of total sales.

The Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested.

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Marketing Automation 

Though email solutions are easier than ever to use, there is still  delay in uptake/use of automation, which can require lots of time and planning.

Results from an email marketing census suggests that automated campaigns are being targeted in 2016 with 34% focusing on this, 24% on segmentation and 22% on personalisation.

In order to reap the returns on automation the emphasised importance of having a strategy is vital. However, for all the attempts to ensure your content is better suited and relevant for the prospective user Zettasphere have warned that there is a lack of focus on list and data quality.

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All graphs and charts provided by Econsultany