Email Marketing is Not Dead

by Kyle Lacy - March 25th, 2015

For those of you living under a rock, our friends at the Salesforce Marketing Cloud released their annual State of Marketing report in January where they surveyed thousands of marketers (5,000 to be exact). All the questions asked dealt with uncovering top marketing priorities for this year, and the report includes a large section on email marketing, which — in case you were wondering — is still very much relevant.

For the majority of marketers, email remains an integral touchpoint along the customer journey — 73% agree that email marketing is core to their business. In fact, comparing this year’s survey to last year’s, the importance of email actually rose — 60% of marketers said that email is a critical enabler of products and services in 2015 compared to 42% of marketers in 2014.

There are many factors contributing to the increase in acknowledgement and success in email. The increase in the quality of content production and the continued optimization of marketing automation could be two big ones. However, I believe it’s the increased popularity of smartphones that ultimately points to the overwhelming increase in the value of email marketing. The smartphone offers consumers a constant inbox in the consumer/customer’s pocket. We used to be connected at home and at work. Now we are connected everywhere.

What can we learn from over 5,000 global marketers? For starters, email is not dead. The continued investment in email marketing continues to be an extremely important contributor to the success of any marketing campaign.

Kyle Lacy
Head of Marketing Strategy at OpenView

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