Email Marketing Is Alive and Well, by the Way
If you follow PR/marketing news carefully, you may be forgiven for thinking that no one even opens emails anymore, because everything has to qualify as social/viral/visual/original “trusted” content to get anyone’s attention. And it’s true that measuring ROI for digital marketing campaigns is becoming even more confusing: pretty much every agency and business will spend more on digital marketing efforts this year despite a decline in understanding when it comes to the end value of such campaigns.
Yet eMarketer‘s 2012 year in review benchmarking survey indicates that old-fashioned emails still play a central role in nearly every successful campaign–in fact, open and click-through rates are on the rise! Surprised? Here’s a shocker: a significant number of email recipients open marketing emails on mobile devices–and if these emails can’t be “rendered” on mobile, quite a few take the additional step of opening them on their desktops!
Financial companies and retailers have the highest...
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