Mobile and social drive UK email industry growth – Econsultancy

Following the release of their 2012 Email Marketing Platforms Buyers Guide, a recent post from Econsultancy stated that despite the rise in social media use and consumption, the UK market for email marketing platforms and services was worth £336 million in 2010 and grew by an estimated 15.5% year-on-year to a value of £388 million by the end of 2011.

Adestra’s Henry Hyder-Smith comments:

“With the rise of social media, the talk of the industry
at the beginning of 2011 was all about social media being the death of email. The market has actually grown and the two channels have grown to complement each other.”

“Email marketing has not lost its place in the marketing communications mix, but it has and will have to evolve to fit into the changing times. There has been a rise in email automation to fit into this change, moving from ‘load and blast’ to a focus on relevant and 1:1 communications. The coming years will see email evolve even further, to fit into this social world we are rapidly becoming.”

The email marketing sector continues to flourish, with growth driven by various factors, including competitive pricing and efficiency. Email continues to be highly cost-effective and to deliver strong returns. Growth in this market stems from an increasingly cross-channel approach to marketing, with companies integrating data and insights from a variety of channels to increase the effectiveness of their emails.  This is demonstrated by Econsultancy’s 2011 Email Census (published in association with Adestra). It shows that companies are becoming more familiar with the rules of email marketing best practice. Almost three quarters of companies (72%) rate email marketing as “excellent” (26%) or “good” (46%) in terms of return on investment.

How do you rate the following channels in terms of return-on-investment? Econsultancy / Adestra Email Census 2011

To download the 2011 Email Census click here

To take part in the 2012 Email Census click here

To download the 2012 Email Marketing Platforms Buyers Guide from Econsultancy click here