Channel remains popular because of its reach and steady performance.
As a channel to reach prospects and customers, email continues to thrive, even as other messaging platforms emerge. Nine in 10 marketers in North America say they use email to engage their audience, according to a September 2016 survey by Winterberry Group and the Data & Marketing Association (DMA), the most commonly used channel over digital display, owned web content and search.
“While there is concern that newer messaging platforms will cannibalize the email audience, in general younger cohorts remain loyal to email. Still, as email volume increasingly grows each year, it’s likely that users are becoming more particular about their desire for more tailored messages,” said eMarketer analyst Jillian Ryan, author of the new report, “Email Marketing Benchmarks 2017: Metrics Steady as Data Creates Better Context and Relevance.”
Email’s dominance holds true across industries. A May 2017 survey from DMA and Demand Metric of US marketers found that all of those working in healthcare or pharma as well as travel and hospitality used email marketing. Nonprofits (96%), publishing and media (93%) and business-to-business (B2B) services (90%) were also strong adopters of email. Among the industries that were broken out, marketers in retail said they used email the least, although usage was a still-healthy 81%.
Email marketers are mainly focused on acquisition, according to research from Campaigner. More than two-thirds (67.0%) of respondents polled last December cited attracting new customers as a leading marketing goal for 2017. Increased brand awareness and customer retention were also common goals, named by 44.8% of 40.6% of marketers, respectively.