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It’s become pretty obvious by now that old-kid-on-the-block email isn’t disappearing. In fact, business executives polled worldwide in December 2014 by StrongView, in conjunction with SENSORPRO, ranked email as the No. 1 marketing program for which they planned to increase spending in 2015. More than six in 10 respondents said they’d up investments in the channel, compared with fewer than 50% for second-place social media and 40.2% for No. 3 mobile—often viewed as hotter than email.
Email has to evolve to stay relevant, and responses indicated that the channel would be all about tailored messaging this year. Triggered/transactional programs and lifecycle programs were the top two on which respondents intended to increase email spending, cited by 42.2% and 41.4%, respectively. That marketers planned to up investments in these tactics makes sense—they’re targeted and personalized, which is key to satisfying consumer demands for those exact experiences.
Of course, this trend won’t be new in 2015. October 2014 research by Econsultancy found that email was the top channel client-side marketers and agency professionals worldwide used to personalize the digital experience, cited by 78% and 80%, respectively.
But while tailored email campaigns aren’t a foreign concept, improving personalization and targeting will play an important role next year: helping with return on investment (ROI).
Among respondents to October 2014 polling by The Relevancy Group, improving segmenting and targeting was the No. 2 priority for improving email marketing ROI in 2015, cited by 40% of US enterprise marketing execs and 36% of those at medium-sized firms. This only trailed greater use of analytics to optimize communications, which is also critical for creating a single customer viewpoint to execute personalization.
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