Marketing Budgets Predicted To Increase, But What About Email?


Email is a powerful revenue generator, and it is also consumers’ most preferred method of brand communication according to an October study by Bluecore.

Sixty-eight percent of the 1,200 consumers polled by Bluecore across all ages selected email as their most preferred method of contact when communicating with a brand. Email overwhelmingly beat other digital advertising channels in the study, including online ads, Facebook, Twitter and Pinterest — which all remained in the single digits.

Email still generates the highest revenue per dollar spent, yet it lags in investment, per an Adestra and eConsultancy study released earlier this year. Brands spend an average of 15% of their marketing budget on email according to the report, although email accounts for 23% of total sales.

When broken down by age, email was the preferred method of communication for 73% of Baby Boomers, 71% of Generation X, 62% of Millennials and 65% of Generation Z.

Sixty-three percent of Gmail users even regularly admitting to checking their ‘promotions’ tab to find brands’ email marketing, according to Bluecore, while 47% responded that they check the tab daily.

Read more on MediaPost here.


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