In the National client email report 2015, DMA UK highlights the importance of email for online marketing. One of the most important statistics:
Email ROI increases 53% to £38 compared to 2013 thanks to new techniques and approaches
While email is changing, these changes do make email more vital and effective. For example, email is not a stand-alone medium anymore. Other channels like social media integrate well with it.
In the National client email report 2015, the following content is listed:
- strategic importance of email marketing
- business revenue generated by email marketing
- email marketing maturity
- budgets and constraints
- email marketing strategy
- email metrics trends and predictions
Sales was the main goal for 26% of all campaigns, engagement for 22%, followed by acquisition on 16%, lead generation on 12%, retention on 11%, brand awareness on 7%. Conversion rates are used to evaluate campaign success for 60% of marketers.
National client email report 2015 – executive summary
Results from the executive summary include the following:
- 9 out of 10 clients perceive email marketing as a channel of ‘importance’ or ‘great strategic importance’ for achieving business goals
- Direct revenue is most often a key email marketing objective and email marketing campaigns are very effective in delivering it.
- Increased use of targeted campaigns, advanced tactics and increased expertise lead towards a new tier
of effectiveness. - Email marketers are building a strong business case with a high ROI and less internal constraints.
- Trends reflect a positive outlook and a need for focus on data quality.
When it comes to email marketing metrics, marketers have reported better delivery rates in general, as well as open rates. Only a few marketers reported that their delivery rates and open rates had decreased in 2014.
The same better results were true for click-through rates, however with unsubscribe rates it was a bit of a different story. Most marketers noted that their unsubscribe rates stayed the same (67%), however other said they increased (15%) and another 18% said they decreased.
Read more on the National client email report 2015 at the DMA website.
