Email Budget Growth Lowest in 6 Years
The first email was like the first selfie — email inventor Ray Tomlinson sent the first message to himself in 1971. But since then, the channel’s gotten more mature and marketing investments in it have, as well, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
While email’s still a growth channel for marketers, just about as many are keeping their investments steady in 2016, says the report. Just more than half and nearly half, respectively. This information comes from Target Marketing’s analysis of years of “Media Usage Survey” data. The “Email” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
To learn more about the findings, check out this excerpt from “Marketing Mix Trends 2010-2016.”
Is email finally starting to move into “mature channel” status? Just under half of respondents to Target Marketing’s survey increased their use of this medium in 2016, so it seems like a growth channel ... but in years past, the percentage saying their email use had increased was in the mid- to upper-60s.
Not that marketers are abandoning the channel: The percentage who kept email spending consistent with 2015’s level spiked from the upper 20s to 43 percent. The 5 percent who decreased their use of email is a point or two higher than in years past, but it’s too soon to say whether it represents a fluctuation or a trend.
Something to monitor in upcoming years: As Internet Service Provider filtering techniques become more sophisticated, will even the messages consumers have opted to receive be automatically labeled undesirable if they aren’t routinely opened?
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