While the number of channels for communicating with consumers has increased, email marketing remains an integral part of a brand’s digital offering.
The 2013 edition of the Email Marketing Platforms Buyer’s Guide documents a number of factors which have contributed to the email marketing industry’s sustained growth.
Email’s familiarity in the face of an ever-changing digital landscape and its pivotal position in multichannel campaigns makes it increasingly valuable to the modern marketer.
Its integral role in a more strategic and joined-up approach to marketing has been critical to propelling growth. According to the report, the UK email marketing industry alone was worth £438m in 2012, and will grow by an estimated 13% to a value of £495m by the end of 2013.
While marketers struggle to justify spend in other channels, the efficiency, measurability and relative transparency that comes with email make it more boardroom friendly. However, with more businesses increasing their investment in email, simply paying lip-service to this channel is not enough.
In order to stand out in a crowded consumer inbox, organisations need to send more relevant messaging as part of well thought-out marketing programmes.
This is key for building appropriate relationships with consumers, as Simon Robinson from Responsys explains:
Customers don’t think or shop or interact with channels, they interact with brands. They’ll use whatever channel is most convenient or preferred at any one time. So marketers can’t have different systems for different channels, they must have capabilities for interacting across email, mobile, display, web and social channels.