Marketers Using Email With Social Media, Not in Place of It
Marketers are using social media to enhance their email marketing campaigns rather than to replace them, according to new research published by Econsultancy, a community-based online publisher focused on digital marketing and e-commerce best practices, and email marketing agency Adestra.
The fourth annual Email Marketing Industry Census found that 37 percent of respondents use email to encourage the sharing of content on social networks, while 31 percent plan to do so.
What's more, 21 percent of respondents use email to promote customer ratings and reviews, and 26 percent plan to. The survey also revealed that 28 percent of respondents use video content in their emails.
Based on a survey of 900 digital marketers conducted in January and February, the study found that email marketing now accounts for 17 percent of digital marketing budgets, compared to 14 percent in 2009.
Other findings from the report include the following:
- Fifty-six percent of companies are using opt-in or confirmed opt-in data for their acquisition emails, while 60 percent are using opt-in or confirmed opt-in data for their retention emails.
- Sixty-one percent of respondents said the quality of their databases is the biggest barrier to effective email marketing.
- The percentage of companies encountering problems reaching recipients’ inboxes increased from 51 percent last year to 54 percent this year.
- Fifty-four percent of respondents are now using a hosted email service versus 47 percent last year, 33 percent in 2008 and 37 percent in 2007.
- Of those respondents who quantify ROI from email, 50 percent said they get more than 500 percent ROI from the channel.
- Eighty percent of respondents said they do basic segmentation and regular list cleansing. The practices respondents are most likely to do this year include advanced segmentation (42 percent), content personalization beyond name (37 percent) and behavioral targeting based on web activity (34 percent).
- Seventeen percent of respondents said their email marketing is “fully integrated,” the same percentage as last year.