The best investment you’ll make in your email marketing program this year needn’t be a financial one
While many a doom-predictor has long lamented the inevitable decline of email – destined to go the way of the telegram – there is actually no indication that email’s use and importance is going anywhere but UP.
Email continues to dominate as the most preferred direct communications channel, and Forrester Research forecasts that although Email Marketing in the U.S. will continue to grow at a rate of 10% bringing it to $2.5 billion in 2016, the total relative spend on Email will still be kept down because of its low cost of reach for every 1,000 consumer (or CPM), securing email as one of the top channel for ROI.
But while email continues to dominate, many marketers are still stuck in the olden-days of email marketing, doing things as simply as they were done in the past, without an eye or drive for innovation. Alas, in the words of one Bob Dylan (who likely wasn’t quite referring to the destiny of the humble email when he wrote them), the times they are a changin’.