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Think email marketing is dead? Think again.

22 April 2014 Data Insights

Despite suggestions that email marketing is dying out as a way of contacting consumers and encouraging sales, it continues to produce one of the highest returns on investment (ROI) of any campaign type.

According to an infographic published by Syndacast, the figure is as high as 4,300 per cent. So why then are so many analysts willing to readily dismiss it as a viable strategy’

Well, this may have something to do with the fact less than four per cent of marketeers rate their email campaigns as excellent, suggesting the majority of newsletters and electronic direct mailings are failing to achieve their objectives.

However, there remains huge scope for such campaigns to be successful, with 91 per cent of consumers checking their emails at least once per day.

This is perhaps why more than half (56 per cent) of businesses have stated they intend to step up their use of email marketing over the course of 2014.

It is not just B2C organisations that need to consider their approach either, as just under two-thirds (64 per cent) of key business decision makers have been found to read emails on their mobile devices.

Not only does this suggest those in charge of signing off purchases at large organisations are near-constantly connected to their inbox, but also indicates the potential gains afforded if marketers are savvy enough to ensure their messages function and perform as desired on smartphone or tablet devices.

The benefits are further accentuated when you consider another key statistic highlighted by the infographic – more than half of smartphone owners immediately grab their device after they have woken up.

In excess of 70 per cent of mobile purchasing decisions are influenced by the receipt of promotional emails, suggesting a combination of optimised message and dedicated mobile site or app could prove lucrative for e-commerce retailers looking to expand their mobile operations.

However, it is important not to underestimate the importance of a strong subject line, with one-third of recipients stating this is the only thing they consider when deciding whether to open an email or not.


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