A new report has revealed that 68% of marketers believe email marketing is core to their business.
The 2,500 people surveyed cited three main reasons for email being a prominent fixture in their marketing plan:
- Email directly impacts the performance of their business.
- Email is critical in enabling the products/services provided by the company to succeed.
- The primary source of revenue for the business is directly linked to email marketing.
Fifty-eight per cent of marketers believe they will up their spend on email marketing during 2014. That’s not surprising when nearly 90% of them believe email provides a worthwhile return on investment (ROI).
Although often only attributed to larger organisations, 59% of the marketers surveyed had a dedicated email marketing team; twenty-eight per cent had a team numbering 1, while 46% per cent had 2-3 people running their campaigns.
The following were noted as the top five most effective email campaigns:
- Birthday (43%)
- Welcome email series (42%)
- Newsletter (40%)
Unequivocally, though, was the pointer towards responsive design being a permanent fixture this year. That’s not surprising when you consider that by the end of last year, the number of internet-connected mobile devices will have exceeded the number of human beings on earth and by 2017, there will be nearly 1.4 mobile devices per capita. A surprising 42% of respondents said they don’t utilise responsive design in their emails, although 41% were aware that their emails were being opened most regularly on mobile devices. You’ll hear the word ‘responsive’ a lot during 2014, so expect more marketers to start building their emails from mobile-friendly templates over the coming months.
Image courtesy of Master isolated images / freedigitalphotos.net