Email marketing is undergoing a “rebirth”

While predictions of its demise have been making the rounds for quite a few years now, email marketing’s death is by no means imminent.

Virgin Holidays’ customer lifecycle head thinks email marketing is cool again. According to him, email is generating a lot of money and is having a rebirth.

From charity to pure businesses, email is making a comeback. And there is a reason for brands like Virgin Holidays to be enthusiastic. Return on investment for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017, according to the DMA’s Marketer Email Tracker 2018 report, it’s no wonder that 86 per cent of marketers say it is ‘important’ or ‘very important’ to their multichannel marketing strategy.

Seventy-three per cent of marketers rate email as the number one digital channel for ROI, according to a separate study by Marketing Week’s sister brand Econsultancy, which also suggests email marketing generates around £29 billion of retail sales annually in the UK, excluding offline sales influenced by email.

There are challenges too. The General Data Protection Regulation (GDPR) which comes into effect from May 25, presents a challenge to effective marketing across channels. But people will still want to hear from the brands they like. That is the opportunity.

Source : https://www.marketingweek.com/2018/04/05/email-marketing/