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

11 thrilling stats from around the digital world

{elcr} Digital ad spend Digital advertising continues to rise, and hit an annual record £7.2bn in 2014, up from £6.26bn. The IAB UK Digital Adspend report, conducted by PwC, also found that mobile ad spend rose by 63% to £1.62bn last year. Mobile now accounts for 23% of all digital ad spend.  Display advertising across the internet and mobile grew to £2.27bn in 2014. Display now accounts for 32% of digital ad spend, its largest ever share. Email marketing automation More relevant communication is the biggest benefit of email marketing automation, according to our Email Marketing Industry Census. 78% saw relevance as the main benefit, while increased engagement and more timely communications also figured highly.  Q: What do you see as the main benefits of marketing automation? App-nesia A Google survey of 1,200 UK app users spanning three categories (shopping, restaurants, takeaways and travel & holidays) found that one in five installed apps are then forgotten.47% said they use an app when they need information quickly, compared to 17% who use a mobile site. The research also finds that: For simplicity of navigation, 50% prefer an app, but 31% prefer a mobile website. 46% believe apps are quicker to load, while 29% say a mobile site would win. When it comes to ease of use, 51% prefer installed apps because logins are pre-entered. Ecommerce and browsing habits around the world A report from Content Square reveals differences in online behaviour around the world.  While in no way wishing to stereotype a whole country, the report reveals that Germans are sticklers for reading the 'small print', with more than one in five reading the T&Cs before purchase.  On the subject of stereotyping, the French icon just needs a beret and a string of [...]

By |2017-11-07T08:35:49+00:00April 10th, 2015|Categories: Online Advertising|Tags: , , , , , , |Comments Off on 11 thrilling stats from around the digital world

Four stats to help benchmark your email marketing strategy

{elcr} The research, which is in its ninth consecutive year, 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, marketing automation, mobile and the future of email based on the input of over 1000 client-side and agency organisations. These key stats from the report should provide somewhat of a yardstick for your email marketing: The proportion of sales attributed to email marketing: 20% If you have worked in email for any length of time, you are likely aware of the channel’s ability to provide a return on investment in a measurable, tangible way. If you were not, then it’s worth noting 25% of company and agency respondents ranked its ability to provide a return on investment as ‘excellent’, making it the best channel for directly adding to the bottom line, along with SEO. Two thirds of companies deem email at least good for delivering ROI, so it’s safe to say email marketing is fairly good at getting the job done. With companies making an average of 20% of their total revenue from the channel, it is a channel that organisations should be seeking to maximise. However, the research shows that this probably isn’t the case in many cases. Percentage of marketing budget allocated to email marketing: 13% Despite organisations gaining a significant proportion of their income from the channel, company respondents are only spending an average of 13% of their marketing budget on email. Not only is this somewhat low given the value it provides, it is also [...]

By |2017-11-07T08:35:54+00:00April 1st, 2015|Categories: Email Marketing|Tags: , , , , , , , , |Comments Off on Four stats to help benchmark your email marketing strategy
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