Email marketing appears far from dead. Nearly 70 percent of businesses reported that they still rely on this marketing strategy, according to a recent survey about the email marketing habits of digital marketers released by business news site The Manifest.
The Manifest survey found that 69 percent of digital marketers admitted allocating time and money at their businesses for the purpose of email marketing.
Among businesses that invest in email marketing, the most popular topics behind this outreach involves product/company updates (69 percent), promotional emails (69 percent), newsletters, (68 percent) and event invitations (65 percent).
How often do businesses send marking emails?
Typically, marketers said these commercial messages are dispatched either weekly (41 percent) or daily (32 percent).
Larger companies typically send the most emails, probably in reaction to their sizeable base. According to The Manifest survey, 37 percent of marketers stationed at businesses with more than 500 employees said their company dispatches marketing emails daily, as opposed to 21 percent of marketers working at companies staffing between 101 to 500 employees.
When asked to cite their primary objectives for engaging in email marketing, growing and retaining a company’s customer base (29 percent), followed by the prospect of increase engagement (22 percent), were the top reasons most marketers supplied.
Again, this variable revealed a disparity among company size: companies with more than 500 employees were more likely to use email marketing to increase engagement (25 percent), whereas smaller companies reported that they’re more likely to use email marketing to either grow and retain their customer base (34 percent) or to build brand awareness (17 percent).
The Manifest’s “The State of Email Marketing in 2018” report surveyed more than 500 digital marketers across the U.S. in March and April using brand intelligence research company Survata. All respondents are stationed at companies with more than 100 employees, and include managers (36 percent), associates (15 percent), C-level executives (13 percent), senior managers (12 percent) and directors (12 percent). About three-fourths (73 percent) of respondents work for B2C companies while 27 percent are employed with B2B companies.