April 16, 2013 Jaclyn Bickerton
We’ve said many times before that Email dominates all forms of communication. This continues to be proven with an article by Emarketer “Email Still Delivers the Goods for UK Marketers.” The “Email Marketing Industry Census 2013,” carried out by Econsultancy reported that at least two-thirds of UK marketers achieved “good” or “excellent” returns on investment (ROI) with their email programs. Search engine optimization was the only thing to score higher in terms of ROI, with 75% of respondents rating it good or excellent. Email is still delivering excellent returns.
Marketers are gaining increasing expertise in email list segmentation, message content, targeting, and automation. However, 15% of UK firms polled said their campaigns were “poor.” Half of the respondents said the main barrier to effective marketing was the quality of their email database. 43% said that the main barrier was a lack of strategy, and 41% said they didn’t devote enough time to email.
Email has been and continues to be the dominant form of communication because it is adaptable to so many purposes. Of the companies surveyed by the UK’s Direct Marketing Association (DMA) for its “2013 National Client Email Report,” most said numerous types of email messages helped accomplish their business goals in 2012. Email – still delivering excellent returns.