Marketers are using social media to enhance their email marketing campaigns rather than to replace them, according to new research published by Econsultancy and Adestra today.
The fourth annual Email Marketing Industry Census found that more than a third of companies (37%) are using email to encourage the sharing of content on social networks, and just under a third of companies (31%) say they are planning to do this.
A fifth of companies (21%) are using email to promote customer ratings and reviews, while a further 26% have plans to do this. The research also found that 28% of companies are using video content in their emails, as marketers increasingly use email to build customer engagement.
The 2010 research, based on a survey of almost 900 digital marketers carried out in January and February 2010, found that email marketing now accounts for 17% of digital marketing budgets compared to 14% in 2009.
Increased investment can be attributed to the fact that the vast majority of responding companies (75%) rate email as ‘excellent’ or ‘good’ for return on investment.
Henry Hyder-Smith, Managing Director at email service provider Adestra, said: “The explosive impact of social media on email marketing and its significance on this year’s census can’t be ignored. We are delighted to see that email is far from dying in the midst of the social media revolution. And instead of cannibalisation, we are witnessing a solid partnership evolving between the two; email and social media working in harmony to fuel one another.”
Despite the fact that many companies are becoming more sophisticated with their email marketing, and integrating this channel with other activities, there remains concern that many marketers are still not following basic best practice, the research has found.
Too many organisations are still not paying sufficient attention to the quality of their lists and the importance of relevant email.
The research, sponsored by Adestra for the fourth year running, found that:
Linus Gregoriadis, Research Director at Econsultancy, said: “Companies must take care to focus on the relevance of their email in a world where it is becoming increasingly important for brands to demonstrate value, rather than bombarding people with unwanted messages. Sophisticated segmentation and effective list-cleansing are more important than ever. ”
Other key findings include:
Report URL – Email Marketing Census 2010
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