Email Marketing Continues to Deliver Highest ROI


Following the publication of the 2017 Econsultancy/Adestra Email Marketing Industry Census, email has once again come out on top as providing the best (reported) return-on-investment (ROI) compared with other types of marketing. The annual report takes an in-depth look at how email is being used by marketers and analyses these changes year-on-year. This is the third year in a row that email marketing has pipped the top spot.

The report also highlights that automation in email marketing is continuing its upward trend, with 67% of marketers reporting they have successfully implemented automated emails this year. Personalisation in email campaigns continues to grow, with 71% of companies that adopt personalisation reporting ‘excellent’ or ‘good’ performance from their campaigns.

Interestingly, despite email continuing to deliver good returns, it appears to remain a largely under-invested channel, making up just 16% of most marketing budgets on average.

If you’re interested in how email can be used more effectively in your marketing endeavours, please don’t hesitate to contact the team today.

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