Top 50: Mastering the Email Experience
As a channel, email just does not seem to generate the discussion, investment or attention it deserves among today's digital enterprises and that is unfortunate as it has - for the entire Web's history - been one of its most productive.
Organic search, digital advertising and social media are important to the success of every enterprise, of course, but the high performance that results from taking full advantage of the email channel (for both transactional and non-transactional messages) is unmatched in the digital realm today.
According to Adestra's recently released Email Marketing Industry Census, for example, email was ranked as the best channel in terms of return on investment (ROI). What's more, the study revealed that revenue from email increased by 28 percent year-over-year for respondents and 68 percent of companies rated the channel as "good" or "excellent" - and the positive data points don't stop there:
+ Email marketing yields an average 4,300 percent ROI for U.S.-based businesses. (DMA)
+ Companies using email to nurture leads generate more "sales-ready" leads and at a 33 percent lower cost. (Forrester Research)
+ For every $1 spent on email marketing, the average ROI is $44.25. (ExactTarget)
+ Email conversion rates are three times higher than social media. (McKinsey & Company)
Email is not without its challenges - poor deliverability, failures in executing relevancy and personalization initiatives and data decay being some of the most common.
How Do Your Emails Compare?
Find out how your email campaigns' open and click-through rates measure against your peers at wsm.co/ecompare15.
This month's Top 50 in Website Magazine, however, profiles the many companies in operation today that are helping brands both big and small eliminate or reduce these issues and maximize their use of email to drive revenue and deepen audience engagement.
The email experience is vastly different than it was many years ago, but so too are the technologies and tactics employed by today's enterprises. The practice of email is incredibly dynamic, with significant digital advancements being made and new techniques and tactics emerging daily. Use this month's Top 50 as a starting point as you actively pursue solutions to enhance the email experience for your brand and its customers.