RESURRECTION OF EMAIL MARKETING
A clear example of this are the results obtained in the study “ Use and perception of email marketing in Spain ” which we have already talked about on several occasions. In general, all the research carried out this year 2015 points in the same direction: email marketing as an opportunity for sellers to improve their digital marketing strategies and rethink how users interact through email.
IMPORTANCE OF EMAIL MARKETING AGENCIES
In general, only 10% of the total marketing budget of companies is allocated to email marketing. An email marketing that around 75% of companies do not usually outsource and take on themselves. One of the clearest and most evident conclusions of the sector is the need to improve the level of expertise of the professionals who take on the email marketing of their companies and to start counting on specialists and agencies that dominate the sector . In this way the processes will be streamlined and the margin of error will be minimized, obtaining better results. We must not forget that auditing and analysis are two components that have become essential to shed light on the weaknesses and strengths of strategies, as well as providing ideas to improve results, and this requires a high level of expertise .
According to SalesForce, the most commonly used source for data analysis is email, as 41% of companies analyse data based on the results obtained in email marketing campaigns.
FORECASTS AND DATA FOR 2015
The forecasts we have made for 2015 have been made turkmenistan business email list clear throughout the year. We have talked about the importance of responsive design, predictive analysis, dynamic email content, new methods of user acquisition and multi-channel integration. These elements have undoubtedly been intensified thanks to the appearance of specialised email marketing agencies that provide optimal results for companies.
According to data from the National Client Email Report 2015 , around 90% of companies use email as a marketing tool. In addition, it is becoming more effective: the ROI of email has increased significantly compared to 2013. This means that in 2015, there has been more revenue from email marketing than in previous years. As a result, it is expected that the 10% of the budget allocated to email marketing will increase.
Some relevant data:
In 2015, the newsletter was defined as the most effective way of delivering content via email, as long as it is targeted at an audience segmented by purchasing habits. – National Client Email Report 2015
57% of email subscribers spend between 10-60 minutes browsing promotional emails during the week. – ChoozOn
The opening rate is optimal when companies send an average of two emails per month. – Content Marketing Institute
77% of ROI comes from segmentation, personalization and triggered emails. – National Client Email Report 2015
The total number of email accounts worldwide is expected to grow to over 4.3 billion accounts by the end of 2016. – Radicati Group
worldwide email accounts
Source: Email Statistics Report (2012-2016), Radicati Group
However, we must not forget that the year we have just left behind was mainly marked by the increase in the use of email on mobile devices. Here is an infographic with a brief review of some data on the use of email in mobile communication in 2015 :
infographic on mobile email usage habits
Source: Mobile Study 2015, IAB Spain
So, the forecasts were more than accurate and will even be applicable to some trends that we will see this year. In fact, we could say that 2016 is the continuation and improvement of everything that was achieved in 2015. Without a doubt, 2015 has been a prosperous year for email marketing, and it seems that it will continue to be so in this year that we have entered.
In short...
What elements of email marketing have stopped working in 2015?
-Mass mailings
-The Desktop as the first design screen
-The use of a standardized Copy
What will remain in 2016 from the email marketing campaigns of 2015?
-Responsive web design
-The use of images and videos in emails
-Personalization of content and subjects
-Segmentation of databases
-Testing emails and analyzing the results obtained
-Multichannel integration
