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Email Marketing: Nope, It’s Not Dead

October 5, 2017 Kathy Bryan
Despite being declared dead time and time again, email marketing is alive and thriving. With the proliferation of smartphones (now owned by almost 200 million Americans), the use of email by today’s top brands has seen a resurgence. It’s now a mobile channel that brings one-to-one communications directly to the palms of its intended audience.
Email marketing, especially when included within an orchestrated, cross-channel messaging campaign, can be one of the most effective customer acquisition, nurturing and retention platforms in digital marketing. From simple newsletters to sophisticated time- and action-triggered campaigns, the personalization and immediacy of email content can regularly encourage consumers to take action.

15 Reasons Why Email Marketing Still Matters

  1. Approximately 1/3 of the world’s population uses email.
  2. More than 2/3 of Americans have email.
  3. Of email users worldwide, there are an average of almost 2 email accounts per user.
  4. The number of email users in America is expected to grow by 9.4% by 2020.
  5. In 2017, it has been estimated that 269 billion email messages are sent each day.
  6. Email message volume is projected to grow by 4.4% per year.
  7. Smartphones are used by 86% of Americans to check email, making email the 3rd most popular smartphone activity.
  8. Email is a top marketing channel in the U.S., used by 90% of marketers and preferred by 70% of consumers.
  9. Last year, $2.67 billion was spent on email marketing in the U.S.
  10. Approximately 1/2 of American marketers plan to increase spending on email.
  11. Email marketing spend in the U.S. is projected to reach $3 billion by 2019.
  12. In 2016, Gmail had 1 billion active users and 75% of them accessed their accounts on mobile devices.
  13. Gmail has just 23% of the email client market share. Apple iPhone leads with 29% market share.
  14. Customer acquisition is an objective for 2/3 of email marketers.
  15. Last year, email had a median ROI of 122%, exceeding the performance of other digital marketing channels according to DMA data.
Announced earlier this week, DMS acquired Mocade Media, an email marketing firm that delivers engaging content and increases the ROI of email programs. Mocade’s sophisticated email optimization platform helps companies across industries ensure they can maximize the business value of their email platforms. With this acquisition, DMS has expanded its omni-channel messaging capabilities to now include a fully owned and operationalized email platform.
Click here to learn more about DMS email campaigns and how we can support your customer acquisition and retention objectives with customized, cross-channel messaging campaigns.
Written By: Kathy Bryan, VP of Corporate Marketing & Communications @ DMS

About the Author

Kathy Bryan

Kathy Bryan is the Chief Marketing Officer at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the leading global martech company leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers.

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