Email marketing still alive and clicking

With the unstoppable rise of social media and other digital channels of communication it’s long been anticipated that good old-fashioned email marketing is on the way out – not quite, according to a new study.

The Email Marketing Industry Census 2014, new research from Econsultancy, highlighted that revenue from email has increased proportionately by 28% in one year. Further proof of emails ability, the tool was ranked as the best channel in terms of return on investment (ROI) with 68% of companies rating the channel as ‘good’ or ‘excellent’.

The healthy ROI stats mark a 3% increase  since last year – trumping search engine optimisation, which reigned supreme last year – but has since  suffered an 8% drop.

The study also found that companies are attributing 23% of their total sales through email marketing efforts – this compares to 18% in 2013.

Adestra Director Steve Denner said: ”Yet again we can see that email is an extraordinary channel for delivering ROI. The danger for buyers of marketing technology is that they increase spend on email assuming continued growth in return. The danger for vendors is that they attempt to capture a greater proportion of the budgets available without providing real return.”