Tuesday, May 14, 2013

More than half of businesses achieve 10% of sales through email marketing


In the fast moving world of digital marketing the value of email for driving sales is occasionally overlooked as shiny new technologies emerge and distract our attention from what actually works in terms of bringing in revenue.
However the new Econsultancy / Adestra Email Marketing Census again highlights the importance of email as a sales channel, as just over half (55%) of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 18% of respondents stating that email accounted for over 30%.
The Email Marketing Census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.


More 1,300 respondents took part in the 2013 Census, which took the form of an online survey in January and February 2013.
Approximately what proportion of your total sales can you attribute to the email marketing channel?
Annual spend on email marketing
The survey also asked respondents how much their businesses are spending on email marketing each year.
Just under two-thirds of companies (62%) are spending more than £5,000 per year on email marketing. This is exactly the same figure as in 2012, representing a significant drop from the figures of 75% and 70% in 2011 and 2010 respectively.
A further 30% of companies are spending at least £25,000 annually, although this has also been declining since 2011. The proportion of respondents spending more than £100,000 on email marketing has declined by 4% from 14% in 2012 to 10% in 2013.
And it’s proving to be a worthwhile investment, as two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI.
Annual spend on email marketing

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