4 Email Data Points Support Increasing Budgets in 2016
Data Point 2: Your Competitors Are Using Email
At the MarketingSherpa Media Center at &THEN, the DMA’s annual event, I asked Thorin McGee, Editor-in-Chief, Target Marketing magazine, about the state of email marketing.
I am presenting one of the sessions during Target Marketing’s 2015 All About eMail Virtual Conference & Expo about the strategic formula for email conversion success and using testing to optimize your email program (more on testing in Data Point 4), so I knew Thorin would have some key takeaways about email marketing at the ready for an off-the-cuff conversation.
The most interesting piece of data Thorin shared in our conversation came from Target Marketing’s Media Usage Survey 2015.
“We do our own media usage survey every year. And I’ve written it personally for the last five years. And every year I’ve done it, email has been the most used marketing channel among our readers,” Thorin said.
“It’s also been the one seeing the highest level of spending growth. Which is a little strange when you think about it because for five consecutive years, how could the same channel, one, be used by 96 percent of our readers, and two, still be seeing higher budgets year over year?”
Near universal usage of email marketing paired with ever-increasing budgets? To see why I think this is possible, let’s take a look at Data Point 3.
Data Point 3: Email Generates an ROI
Marketers continue to win more budget for email marketing because it has a pretty impressive ROI.
The exact number varies based on where you look. The DMA has one of the most-quoted numbers I’ve seen about email marketing ROI — that it generated $43.52 for every dollar invested. But this well-known number is from 2009.
In 2011, the DMA found email bringing in $40.56 for every dollar invested. And more recently marketing consultant Jordie van Rijn found email (in the UK) to have an average ROI of $38 for every dollar spent, up from $24.93 in 2013, as reported in the National Client Email Report for the DMA UK and Email Hub.
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.