Email marketing is still a profitable marketing channel, according to a new Email on Acid study. The channel will continue to grow in revenue for 2017, suggesting that marketers and developers will spend more money on email marketing for the rest of the year. According to MediaPost, Email on Acid surveyed 3,000 individuals who work in the email industry, including marketers and developers, on their email marketing programs for 2017. Seventy-four percent of respondents planned on dedicating more of their time on their email programs for the year, while 87% planned to invest more money in their email budget, according to the study. The majority of companies surveyed by email testing and marketing technology Email on Acid currently spend an average of 1-5 hours developing an email campaign, with a third planning to spend an additional 20 plus hours a month on email this year.
This increased investment in email marketing will be aided mainly by new technology and tools. Fifty percent of respondents said they were spending their money on new data-reaping tech to assist in measuring effectiveness of email campaigns. Budget expansion is also led by email list growth, email development, design, and staff.
This study suggests that marketers are looking to increase email marketing advertising spend in order to develop dynamic and contextually relevant campaigns. Content of dynamic emails is populated when emails are clicked, as opposed to when it is sent. This means that message content is more personalized to tailor to specific customers with the most up-to-date information, deals and data.
The main goals for email marketing in 2017 were improving content and creating emails that are contextually relevant. Interactive features are the top-ranked email trend – almost a third of respondents selected it, with contextual relevance as the second largest trend.
Although email marketing is set to increase in relevancy, marketers still find it to be a tricky endeavor for their company. Thirty-five percent surveyed said that email coding was their biggest challenge for email marketing. Thirty-nine percent said that email mobile rendering is the most annoying part of email marketing campaigns. However, rendering is necessary because a large portion of emails are opened on mobile devices, especially among the college student population. Over 60%of the people surveyed said that 50% or more of their readership is viewed on mobile devices.
Additionally, one of the biggest benefits of email marketing is its revenue and cheaper cost. Over one-third of respondents said that they make $10 or more for every dollar spent. This number would be even higher, if more respondents tracked engagement. Only 52% of respondents said they tracked email engagement metrics – an aspect that is important to comparing success of emails.