Marketers Integrating More Channels with Email to Increase ROI

Email marketing has been around for such a long time that enterprises might consider it to be a emailtraditional form of promotion. Businesses might also be relegating this form of marketing to the back seat and spending fewer resources on developing the channel. A better strategy would be to integrate email with other marketing formats.

Econsultancy has been studying this topic for several years. The 2013 Industry Census is based on a survey of over 1,300 marketers. The company declares that the email channel delivers 10% revenue to over half (55%) of enterprises. For 18% of firms, the channel delivers 30% of revenue.

With so many marketers achieving significant sales through email, analysts might wonder why businesses are allocating less money to this channel. About 30% of enterprises spend $38,000 a year on email. 10% spend  around $152,000 a year on the format. Both of these figures having been dropping in recent years. At the same time, the number of marketers spending less than $7,600 annually on email marketing is rising.

Marketers continue to say that email offers an outstanding ROI. Analysts believe that the channel is ‘often underestimated’. One problem is that email’s impact isn’t well connected to the clicks or searches it drives. Some enterprises are hoping to use the format in new and unique ways to overcome that problem. Earlier this year,  66% of marketers told StrongMail that they expect to integrate social media with email marketing.  Other integration plans include:

  • Mobile 51.9%
  • Search 19.1%
  • Display 13.4%
  • Other 8.3%

While marketers may be spending slightly less on the pure email format, their increased focus on integration with other formats may revitalize the channel and bring it the attention it deserves.

[Sources: Moth, David. More than half of businesses achieve 10% of sales. Econsultancy​.com. 13 May 2013. Web. 20 May 2013; 2013 Marketing Trends Survey. Strongmail​.com. Web. 13 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.