Pursuing Automation & Relevance, Email Budgets on the Rise
Email and cross-channel marketing solution StrongView recently released results of its 2015 Marketer Trends Survey, confirming much of what you may likely expect from the channel - its awesome.
For 61% of the nearly 400 respondents, email marketing remains the top target for increased investment in 2015. What's more, a full 93% plan to maintain or increase investment in email for the 2014/2015 holiday shopping season. Marketers that participated in the survey also noted that they are increasing efforts to improve context and relevancy through the application of several types of consumer data.
They also reported an increased emphasis on automating programs, with triggered (42%) and lifecycle (41%) being the top two types of email programs to receive increased investment. Among lifecycle email marketing programs, Loyalty (45%) and Welcome (36%) programs led in terms of attracting more investment.
“It is clear from the 2015 Marketing Trends Survey results that marketers consider email the fulcrum of their digital marketing campaigns,” said Shawn Myers, vice president of marketing at StrongView. “Accessing and leveraging data remains a challenge, but marketers are making inroads in using automation as well as greater use of channel and device engagement data to make their messages more contextual. As we head into 2015, the real opportunity will be for email marketers who can go beyond leveraging mere profile and purchase data to understand the current context of each customer at the moment of open, and dynamically deliver relevant messages accordingly.”