Email marketing remains the best digital marketing channel for return on investment, according to the Data & Marketing Association’s (DMA) latest Response Rate Report.
Email marketing was the top profit generator, per the annual benchmark report, with email’s cost-per-acquisition (CPA) the lowest of all media types evaluated in the report at $10.32. Half of the 592 marketers polled by the DMA expressed a plan to increase their use of email over the next year.
On the opposite end of the spectrum, online display ads had the lowest return on investment, although 16% more marketers utilized it this year compared to 2016. Social media witnessed the largest year-over-year increase in usage, jumping from 47% of respondents in 2016 to 69% in 2017. Paid search had the second-largest increased in usage, rising from 37% to 55%.
Virtual reality, on the other hand, lags in adoption. Only 7% of marketers are currently leveraging VR in their marketing campaigns.
The report also highlights the importance of mobile optimization, as more than 80% of respondents acknowledged that email open rates on mobile devices were either equal to or greater than open rates on desktop computers. This statistic reaffirms the importance of ensuring that email messages render correctly on any screen that they are being read on, which now might also include Internet of Things (IoT) devices.
A brand’s marketing program can no longer be viewed as channels-specific, and only 11% of marketers polled by DMA currently utilize only one digital marketing channel. The average number of marketing channels in use in 2017 is 3.4 -- a jump from 2.7 in 2016.
Email marketing programs need to work in conjunction with additional marketing channels to give customers the best experience possible, and personalization is key for marketers that are eager to derive the maximum value from their email campaigns.
“Personalization leads to better customer experiences -- which leads to higher engagement, conversion rates and retention,” says T.J. Prebil, director of product marketing at Evergage. “True personalization is about relevance, discovery and anticipating the needs of customers so they have a positive experience with a brand. Email marketers need to move from delivering static content to delivering dynamic and truly relevant content.”
Prebil asserts that the power of personalization in email marketing comes down to relevancy.
“Leveraging information about each individual (such as website behavior, purchase history or download activity), email marketers can deliver emails that are truly relevant to the person and reflect their interests and intent,” says Prebil.