Marketers say now is the time to invest in email – not put it on the chopping block.
The advice comes from MarketingSherpa’s latest and recently published Email Marketing Benchmark Guide. Research reveals the different attitudes marketers have regarding the ongoing effectiveness of email – mainly, those who believe email marketing is worth the effort and those who don’t.
According to the report:
Those that see the effectiveness of their email programs diminishing are much more likely to have short-sighted organizational attitudes toward the tactic. Nearly 50% of them consider email to be “free” or nearly so, compared to only one quarter of those who see email’s impact as increasing.
Organizations with investment-oriented views of email reap the rewards. They have higher open, click and conversion rates. In addition, they are much more likely to have a metrics-based grasp of how email works for them. Those with the “email is free” view, on the other hand, are more likely to fall into the group that doesn’t track conversion.
The Sherpas believe that above all else, “email should be the last place to cut budget and the first place to increase it.” In today’s market, “when selling to existing customers will be a key to survival,” marketers should make modest investments in testing, email marketing best practices, and providing the customer with relevant and useful content to generate the greatest ROI.