For 10 years, email has remained at the top of the ROI charts in the annual Email Marketing Industry Census published by Econsultancy.
Interestingly, though, email marketing budgets have hardly shifted in that time, remaining around 15% of overall spend.
So, though it seems like email is working well, companies are not increasing investment in the channel.
One potential reason for this is that email is a legacy technology and many marketers have become comfortable with how it fits into their organisations.
To others, though, email marketing is still evolving and there are a number of new best practices which can help even the most jaded email marketer.
To find out more about these, Econsultancy spoke to a number of marketers about email at our recent Digital Cream Sydney and asked for ways to ‘freshen-up’ a stale email marketing programme.