Email marketing remains central to many brands’ communications strategies. Whilst some predicted its demise a few years ago when social media became increasingly dominant, its death is by no means imminent.
In fact, thanks to the arrival of new technologies, which are making it “more interesting and engaging”, email is experiencing something of a revival, according to Saul Lopes, customer lifecycle lead at Virgin Holidays.
“It is becoming cool again,” he says. “Email is generating a lot of money and, in my opinion, it is having a rebirth; many companies are rethinking it.”
Given return on investment for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017, according to the DMA’s Marketer Email Tracker 2018 report, it’s no wonder 86% of marketers say it is ‘important’ or ‘very important’ to their multichannel marketing strategy.
In fact, 73% of marketers rate email as the number one digital channel for ROI, according to a separate study by Marketing Week’s sister brand Econsultancy, which also suggests email marketing generates around £29bn of retail sales annually in the UK, excluding offline sales influenced by email.