Email Marketing: Untapped Potential

Email marketing offers great potential for return on investment, more so even than SEO according to the latest Email Marketing Industry Census report, the report showed that 73% of those surveyed said that email marketing offered excellent to good ROI.

There is room for growth in the use of this channel, the report showed marketing expenditure on email and proportions of sales attributed to email had both grown. The report also declared that firms can see a direct link between spending a larger share of their budget on email marketing and seeing their sales attributed to it grow exponentially.

Email marketing represents a relatively cheap channel to both acquire and retain customers through and therefore offers a lot of potential to marketers.

Mobile continues to heavily influence email marketing, email opens on mobile phones are at their highest point ever and are set to increase. However, despite the increase use of mobiles, mobile email conversations are on the decline and (according to the report) only a select few number of firms have optimised their email services to mobile.

This presents a missed opportunity for many marketers and follows the theme of this piece. Digital marketers are failing to tap in to the potential that email marketing offers, whether through lack of mobile optimisation or lack of engaging content. Both of these factors must be contributing to the decline in email conversations.


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