A solid majority of marketers in the UK use automated email campaigns, including more than half of those among even the smallest companies. At bigger firms, the rate is closer to 90%.

For most small- and medium-sized retailers in the US, email marketing helps with both customer acquisition and retention. And according to March 2016 research, it’s far better than any other tactic for both objectives.

Retailers are continually relying on email to build a relationship with new and existing customers, and, ultimately, drive sales. But according to November 2015 data, consumers are getting too many emails from retailers.

Placing a sign-up form on the homepage of a website is the primary way US digital retailers encourage email subscriptions, according to research.

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.

A review of marketing technology adoption habits found email marketing was among the most popular categories of software for marketers worldwide. New capabilities like dynamic content and better personalization, along with longstanding marketer familiarity with the tactic, are helping to keep the dollars flowing.

Email marketing trends, like fluid hybrid design, are emerging. However, most marketing professionals still use responsive email templates, according to November 2015 research.

The death of email marketing has been prophesied for much of the last decade. At one time spam looked as if it might prove fatal, turning many consumers against email advances from brands. Also, newer forms of digital marketing, such as social media and video, promised a more contextual engagement with consumers.

Email marketing is huge for retailers, and the first step in the relationship is getting a customer or potential customer’s address. According to October 2015 research, the most common place retailers do so is on their websites.