The well known Mark Twain quip — “The reports of my death are greatly exaggerated” — can now be used to describe what’s happening with email.
Yes, email has taken a beating in the last decade as social media and mobile took off like rockets. But in fact, email remains “a growing, go-to channel for marketers.”
That’s substantiated by a new eMarketer report entitled “Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility.”
The report notes, however, that for email to engender success, marketers must analyze how and why mobile use, increases in message volume and frequency, and data-driven relevancy impact performance.
Corroborating evidence for the effectiveness of email is a June, 2016 survey of U.S. marketers conducted by the Direct Marketing Association (DMA) and Demand Metric. The survey confirmed that email had a median ROI of 122 percent — more than four times higher than other marketing formats examined, including social media, direct mail, and paid search.