Email Marketing Budgets To Surge In 2015

To keep con­sumers engaged, 61 per­cent of brands plan to increase their email mar­ket­ing invest­ment.

Danny Goodwin By Danny Goodwin from Momentology. Join the discussion » 1 comment

A recent sur­vey shows that brands are ramp­ing up their spend for mar­ket­ing chan­nels where they can best engage the con­sumer. Email leads as the “dar­ling” con­duit for com­mu­ni­ca­tions and dri­ving cus­tomer loy­al­ty. Sec­ond is social media, and tying it all togeth­er is the mobile device.

Mar­ket­ing bud­gets for 2015 are reveal­ing how brands pri­or­i­tize their chan­nels for the com­ing year, and this gives clues into what that means for con­sumer engage­ment and demand.

StrongView, a com­pa­ny that offers prod­ucts and ser­vices for cross-chan­nel mar­ket­ing, released find­ings of its annu­al “Mar­ket­ing Trends Sur­vey,” which polled near­ly 400 busi­ness lead­ers across sec­tors.

These busi­ness lead­ers indi­cat­ed they would increase spend in the fol­low­ing areas in 2015:

  1. Email mar­ket­ing: 61 per­cent
  2. Social media: 49 per­cent
  3. Mobile mar­ket­ing: 40 per­cent
  4. Search, includ­ing SEO and PPC: 38 per­cent
  5. Online dis­play adver­tis­ing: 37 per­cent

StrongView says this is indica­tive of what the con­sumer is respond­ing to, and that it’s no sur­prise email, mobile, and social are at the top.

Over the past sev­er­al years, we’ve seen con­sumers increas­ing­ly use their mobile devices to inter­act with brands across email, social media, and mobile apps, so it’s no sur­prise that those three chan­nels top the list for increased invest­ment,” said Jason Klein, direc­tor of mar­ket­ing com­mu­ni­ca­tions at StrongView.

And, there’s a rea­son email it set to be the ben­e­fi­cia­ry of more resources in the com­ing year, accord­ing to Klein.

Giv­en that email gen­er­ates a high­er ROI than any oth­er mar­ket­ing chan­nel, and is a pre­ferred method for com­mu­ni­cat­ing with brands, more mar­keters are focus­ing bud­get increas­es there,” he said.

Social is a dri­ver for con­sumer engage­ment, and Klein said it’s attract­ing bud­get for one big rea­son: brands have “proven how build­ing com­mu­ni­ties can lead to brand loy­al­ty and advo­ca­cy.”

Tying it all togeth­er is the smart­phone device, and Klein said the incred­i­ble adop­tion of smart­phones paired with amount of data they pro­vide to brands “make it a chan­nel that’s impos­si­ble for mar­keters to ignore.”

Email Continues To Be A Brilliant Way To Build Loyalty

Ear­li­er this year, StrongView released find­ings of anoth­er study it con­duct­ed that high­light­ed how brands gained the all-impor­tant cus­tomer loy­al­ty.

In the study, email emerged as the most effec­tive way to dri­ve cus­tomer action, with 51 per­cent of brand enthu­si­asts report­ing their last pur­chase was prompt­ed by email com­mu­ni­ca­tion, and 45 per­cent of non-enthu­si­asts report­ing the same.

Addi­tion­al­ly, on Black Fri­day and Cyber Mon­day, brands saw email mar­ket­ing as a dri­ver for ecom­merce hol­i­day suc­cess. One report by Cus­to­ra showed:

  • Email mar­ket­ing account­ed for 27 per­cent of sales on Black Fri­day.
  • Email drove 24 per­cent of orders on Cyber Mon­day.

Which Type Of Email Communications Is Most Important In 2015?

The StrongView trends sur­vey showed email cam­paigns which attempt to engage the con­sumer through trig­gers and trans­ac­tions (42 per­cent), as well as life­cy­cle pro­grams (41 per­cent) and newslet­ters (35 per­cent) were among the top ben­e­fi­cia­ries for increased spend in 2015.

When it came to life­cy­cle pro­grams, busi­ness lead­ers said they would increase resources for emails that dri­ve cus­tomer loy­al­ty first, with 45 per­cent stat­ing increased spend there.

Time and again, we see that email com­mu­ni­ca­tions are an impor­tant dri­ver for stay­ing in touch with the cus­tomer, dri­ving loy­al­ty, and show­ing results for the bot­tom line.

You can down­load the full sur­vey results from StrongView here (PDF).

Are you invest­ing more in email mar­ket­ing to com­mu­ni­cate with your tar­get audi­ence and build loy­al­ty in 2015?

Danny Goodwin

Written by Danny Goodwin

Managing Editor, Momentology

Danny Goodwin is the former Managing Editor of Momentology. Previously, he was the editor of Search Engine Watch, where he was in charge of editing, content strategy, and writing about search industry news.

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