"It's still here, it works, and we can prove it" writes Graham Charlton, Econsultancy's editor-in-chief, following the release of the firm's latest Email Marketing Industry Census 2014, sponsored by Adestra.
It found that, in terms of ROI, email was ranked by 68% of companies as the channel that outperformed all others with 22% ranking it 'excellent' and 46% ranking it 'good'. Online display advertising came bottom of the pile with just 5% ranking it 'excellent' and 28% 'good'.
Furthermore, email marketing is reaping rewards with, on average, 23% of total sales being attributed to email marketing, up from 18% in 2013.
However, according to Steve Denner, director at Adestra, marketers should not be complacent and expect continued growth. Instead, ROI can be boosted by paying attention to consumer behavior and expectations and including features such as personalization, automation and, perhaps most importantly, mobile-optimization.
"The danger for buyers of marketing technology is that they increase spend on email assuming continued growth in return," says Denner. "The danger for vendors is that they attempt to capture a greater proportion of the budgets available without providing real return."
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