Email marketing’s currency is on the rise according to a survey conducted by the leading cloud based technology company Salesforce.com.
In a poll of 5,000 marketers, 73% of those surveyed stated that email marketing was core to their business. The survey suggests that marketers are placing more importance on email marketing in 2015 when compared to the previous year.
20% of marketers questioned in 2015 stated: “Our business’ primary revenue source is directly linked to email operations” compared to just 15% in 2014.
When asked: “Why is email core to your business?”, 60% of respondents in 2015 said that email was a critical enabler of products and services (up from 42% in 2014).
Return on Investment (ROI) is key to email marketing’s continued popularity with 53% of those surveyed either stating that email marketing produces some ROI (32%) or significant ROI (21%). Only 3% claimed that email was not likely to produce ROI.
The survey indicates that the growth of email marketing is linked to the increasing use of smartphones, with one-third of marketers stating their subscribers open emails on mobile devices at least 50% of the time. About 59% of marketers intend to raise their email marketing budgets, providing more email content and improving the experience for subscribers on their mobile devices.
Mobile’s effect on how people see and use email and the web is greatly influencing landing page design. About 46% of marketers consistently use mobile responsive design methods when creating their landing pages. Additionally, 68% of marketers consider responsive design to be either essential or very important when planning and running their email marketing campaigns.
Despite mobile technology’s growth, 23% of marketers were unaware of the volume of emails consumed via mobile devices and 17% said they were struggling to design responsive email campaigns.
How important is email marketing to your organization in 2015? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.