One of the most effective strategies to target clients and increase conversions is still email marketing.
Yet, like many other marketing platforms, data collecting and targeting are becoming increasingly complicated. These five charts presented by Insider Intelligence/eMarketer summarize the current state of email marketing.
Top marketing pros still are investing the most in email marketing.
One reason marketers are interested in email is that it is inexpensive. According to Litmus, marketers can expect a $36 return on investment for every $1 spent on email marketing.
Email marketing is also still critical for B2B marketing.
However, according to the report, email marketing suffers from the ability to increase engagement and measure performance. Email campaigns are still effective, but measuring their effectiveness is more difficult now since open rates are less reliable than before.
Email still dominates but is losing share to push messages and SMS.
And lastly, email is favored by nearly half of US millennial shoppers.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
