Email marketing still going strong

by Stratton Craig

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The constant development of technology and the growing popularity of social platforms and mobile devices have led many people to believe that email marketing might lose ground. However, new data from iContact reveals that email marketing is still strong and is set to endure.

In fact, email accounts are predicted to number 4.34 billion by 2016 and marketers are ready to respond to this. Almost two in three marketers who took part in the new poll by iContact have plans to increase email marketing budgets, and the global email marketing industry is expected to be worth $2 billion by 2014.

The poll also found that 92% of all adult internet users have at least one email account and nearly three quarters of them check their inboxes at least six times a day. At present some 144.8 billion emails are sent every year and this figure is expected to reach 192.2 billion by 2016.

Data suggests that emails are a very effective marketing tool, as consumers who are exposed to such messages spend 83% more when shopping and their orders are 44% larger, compared to those who receive no branded emails. As many as 72% of marketers believe that email leads to a very good ROI, while almost three in five claim it is the best channel for generating revenue, with some going as far as to deem it 20 times more cost effective than other marketing channels.

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