Assessing The Return on Email Marketing Strategy

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  • Sponsored by Adobe Campaign

    Written by David Daniels and Nicholas Einstein Email Marketing, ROI, Dynamic, Multichannel, Services

    Email is a critical channel for marketers and consumers alike. As social media has matured, and more consumers spend time communicating with brands through other channels, many observers have incorrectly assumed that email is less popular with consumers, and therefore less effective as a marketing channel. According to a recent study conducted by Adobe, respondents estimated spending on average 6.3 hours each weekday checking their email - 3.2 spent checking work email, and 3.1 spent checking personal email. Recent data from The Relevancy Group reveals that 91 percent of marketing executives believe that email is the single most effective channel for driving revenue. Despite the fact that email is alive and well, data from Adobe indicates that two-thirds of marketers are less than satisfied with their email marketing efforts. 

    The Relevancy Group and Adobe partnered on a research study that analyzed the strategies and tactics being employed by email marketers. We then categorized respondents into three buckets based on program sophistication: classic, dynamic, and contextual. The data reveals that marketers who are able to harness the power of real-time, contextual data are far more satisfied with their programs, and drive higher revenue than those who stick to the basics. Significant opportunities currently exist for email marketers to better address their data management, delivery and content strategies to power coordinated cross-channel campaigns that delight customers and drive increased return on investment.

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