Email Marketing Industry Census 2017

The 11th annual Email Marketing Industry Census, published in partnership with Adestra, is based on the largest UK survey of email marketers. The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing. Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the use of metrics, the application of artificial intelligence and the impact of Brexit on how companies are approaching the EU General Data Protection Regulation (GDPR). With 11 years' worth of data to assess, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017. What you'll learn Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years. Discover other marketers' opinions on what the future of email will look like. Benchmark your own practices with the activities of marketers maximising their email efforts. Understand the challenges organisations are facing in improving their email capabilities. Key findings from the report Marketers get to grips with automation, helped by improved technology Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016 Companies continue to adapt to consumer use of different devices True personalisation at scale remains elusive for many businesses, though more companies [...]

By |2017-04-20T18:49:51+00:00April 20th, 2017|Categories: Research|Tags: , , , , , , , , , , |Comments Off on Email Marketing Industry Census 2017

Three key charts from our 2016 Email Marketing Census

Email atop the ROI charts Though marketers may seem to have had a love-hate relationship with email as digital has matured, the channel continues to rule the roost for ROI. Almost three-quarters (73%) of company respondents rate email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015. Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising. Email marketing and SEO (organic search) have vied for the top position in the last three years. This year, email marketing wins by 9% (returning ‘excellent’ or ‘good’ ratings). Email under-budgeted? On average, organisations in 2016 are spending 15% of their total marketing budgets on email (see chart below). Both spend and attributable sales increased on 2015. Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email. Though this is perhaps an obvious relationship, it may show an under-appreciation of the channel. Only 15% of the marketing budget accounts for 23% of total sales. Indeed, DMA research in 2015 calculated an average ROI for email at £38 return for every £1 spend. Kath Pay, Founder & Senior Consultant at Holistic Email Marketing, issued a call to arms: Email marketing as a channel is becoming more advanced and consumers are very happy with it (as verified with the revenue and ROI results), it’s now up to the brands to allocate more budget and resources to this successful revenue-generating channel and see how much more revenue they can gain. Automatic for the people Though email solutions are easier than ever to use, there's still a lag in the uptake [...]

By |2016-10-15T11:52:12+00:00April 30th, 2016|Categories: Email Marketing|Tags: , , , , , , , , , , , , |Comments Off on Three key charts from our 2016 Email Marketing Census

Email Marketing Industry Census 2016

{elcr} The tenth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers. The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels. With ten years' worth of data to assess, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating. This report looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, personalisation, marketing automation, mobile and the future of email. Over 1,100 respondents took part in the 2016 Census, which took the form of an online survey in February and March 2016. What you'll learn Find out how a variety of trends around email practices, budgets and opinions have changed over ten years. Discover other marketers' opinions on what the future of email will look like. Benchmark your own practices with the activities of marketers maximising their email activities. Understand the challenges organisations are facing in improving their email capabilities. Key findings from the report Email again delivers highest ROI ahead of SEO, but is not receiving the budget spend Delivering advanced segmentation continues to be a challenge Lack of resources impacting a clear strategy for mobile optimisation Tactics used for mobile optimisation and increasing complexity More work to be done to achieve success in implementing automated email programmes Use of third-party email systems increases significantly Focus for the future Expert insight The 86-page 2016 census report contains insight and comment from leading experts in the email marketing [...]

By |2017-11-07T08:33:36+00:00April 13th, 2016|Categories: Email Marketing|Tags: , , , , |Comments Off on Email Marketing Industry Census 2016
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