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Email Marketing Is Most Effective Platform For Building ROI, Research Shows

November 18 , 2016

Northbrook, IL –With the increasing popularity and appeal of social media, it may come as a surprise to learn that email marketing is the most effective form of communication with consumers. A recent article from Skyword Inc. entitled The Top Email Marketing ROI Trends to Watch in 2017 shows that email marketing is the best way to build brand awareness and convert long-term customers, out-performing even social media. “Its effectiveness shines across demographics and devices,” the article states. Email may arguably be the fastest-growing channel for marketing ROI in 2017. When you consider the emergence of mobile use, staying up to date with developing trends has never been more important to the email marketing industry.

So, what does this mean for the modern email marketer? To optimize your ROI, email campaigns should fall in line with current trends, meeting the following requirements: mobile optimization, platform integration, and visual impact. According to Skyword Inc., these trends are predicted to carry the industry through 2017 by appealing to millennials. While you may assume millennials prefer to communicate via social media outlets, studies have shown the opposite to be true. In fact, according to the article, “58 percent of Millennials report that email is their preferred method of communication with brands.”

The first trend mentioned in The Top Email Marketing ROI Trends to Watch in 2017 is mobile-friendliness. “Across all age groups, 42 percent will delete an email immediately if it doesn’t display properly on their smartphone.” This rather alarming statistic should make converting to mobile-friendly templates the top priority for email marketers striving towards a healthy ROI. Additionally, integrating social media campaigns is a sure-fire way to target millennials. By including a large social media campaign in your email, you give customers the chance to further engage with your brand. The last trend to apply in 2017 is creating a visually stunning product. This technique will help your brand stand out from the competition. Some simple ways to achieve this effect include using professional grade images and incorporating emojis.

Email marketing is only increasing in its effectiveness, and these three trends and techniques are certain to boost the ROI of your next campaign, the article concludes. While it appears that email marketing is here to stay, it is important to continue to evolve with the industry and meet the needs of new demographics, like millennials.