OXFORD, England, March 31, 2015 /PRNewswire/ --
The top marketing channels that achieve the best Return on
Investment are Email Marketing and SEO - 25% of marketers say both
rank as 'excellent' - according to the latest Email Marketing
Industry Census 2015 from Econsultancy/Adestra.
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In its ninth year, the research of over 1,000 in-house and
agency marketers found that not only does email marketing continue
to deliver consistently high results year after year, but that the
structure of a marketing team has a massive effect on ROI.
Lack of resources is a major barrier to marketers across the
board, and one that they often deal with on a daily basis. An
individual or team dedicated to email marketing achieves three
times better ROI than when those responsible also have a myriad of
other marketing responsibilities on their plate. Yet the nirvana of
a dedicated team is only available in the largest firms. If company
structure makes it difficult to raise their game, marketers can
lean on ESP expertise for missing services - such as access to
teams specialising in email design, project management, and
strategic account advice - all of which can help them overcome
internal gaps to achieve the results they, and their organisations,
need.
Furthermore, the evidence is clear that the more marketers can
understand and use their email systems' features, the higher the
return. Companies using more than three-quarters of email system
functionality are over six times more likely to achieve 'excellent'
ROI.
While companies predictably make use of their ESP for data,
measurement and automation services, one major growth area is being
seen in design and copywriting. Such content marketing requirements
are up 50% year-on-year for in-house marketers, and it's even more
important for agencies.
Henry Hyder-Smith, CEO at Adestra
explains:
"As email marketing is
such a valuable
channel, companies often
depend
on using outsourced
services available in the market to meet any
shortfalls- that could
be anything tactical
or
strategic. That's
why we've always focused on offering
very strong client services alongside our solution. As is evident
from the research, email success takes more than technology
alone."
Linus Gregoriadis, Econsultancy
Research Director, says: "Email continues to be a
tremendously important digital marketing discipline despite the
emergence of shiny new tools which can distract marketers.
Companies neglect this channel at their peril because email
continues to be the fulcrum of an integrated and successful
approach to marketing. With email becoming increasingly
personalised and automated, the research shows there is no sign of
this stopping."
Despite the email channel producing such a high return, many
marketers admit their campaigns have drastic room for improvement.
When asked how they rate their email campaign performance, 59%
stated it was 'poor' or 'average', and only 4% said 'excellent'.
The biggest barriers remain quality of database, lack of strategy
and lack of integration.
For a copy of the report visit
http://www.adestra.com/resources/downloadable-reports/2015-email-marketing-industry-census/
To register for a free webinar giving an overview of the census
results with Econsultancy Research Director, Linus Gregoriadis, visit:
http://www.adestra.com/resources/webinars/2015-email-marketing-industry-census-the-results/
The Econsultancy survey of over 1,000 in-house and agency
respondents was undertaken in January and February 2015.
About Adestra
Adestra have been empowering their clients to maximize marketing
ROI through email-driven technology for over 10 years. Our flexible
account structure, obsession with customer success, and
award-winning service have gained the trust of global and growing
brands alike.
We were founded on the principle that marketing success takes
more than technology, and that's why customer service is at the
heart of our business. We're not just Software as a
Service, we're Software AND a Service.
About Econsultancy
Econsultancy's mission is to help its customers achieve
excellence in digital business, marketing and ecommerce through
research, training and events.
Founded in 1999, Econsultancy has over 250,000 subscribers, is
used by more than 500,000 professionals every month, and has
offices in New York, London and Singapore.
Econsultancy subscribers get access to research, market data,
best practice guides, case studies and elearning - all focused on
helping individuals and enterprises get better at digital.
The subscription is supported by digital transformation services
including digital capability programs, training courses, skills
assessments and audits. We train and develop thousands of
professionals each year as well as running events and networking
that bring the Econsultancy community together around the
world.