A majority of marketers still consider email to be a top marketing priority for 2018, according to new research from Yes Lifecycle Marketing. The survey among 300 marketers found that 89% of them consider email to be an important ad channel despite a growing focus on social media and mobile apps.
Almost half (45%) of respondents said that email was their top priority for 2018. This is likely due to email being a more established channel with proven ROI. Websites ranked second among 24% of marketers.
Michael Fisher, president of Yes Lifecycle Marketing, explained:
“Email continues to be the cornerstone of customer communications, as marketers are continuing to see a strong ROI by using it in strategic and innovative ways. While marketers are certainly on the right track with engagement on digital channels, they must be vigilant about the preferences of their customer base and make sure they’re tailoring their strategies generationally. While the popularity of e-commerce continues to surge, the in-store experience is still top-of-mind for most consumers.”
The study also noted that marketers are keeping close watch on digital channels. 71% of them said that websites were their main priority for 2018, followed by social media channels (56%).
Meanwhile, just 27% of marketers would include push notifications as their main priorities for the year, and direct mail is only being considered by 17%.
Interestingly, despite 81% of consumers finding the in-store experience to affect their decisions, just 9% of marketers have prioritized it.
“The modern marketer is faced with an eye-popping number of channels and options for reaching their customer base, and this data shows that their priorities don’t always match up with those of consumers,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “To make sure they’re on the right track with their current and future plans, marketers need a partner who can help them understand their customer data and correctly leverage it to target generationally.”
Although social media was a priority for just 14% of marketers in 2018 overall, those who focus on millennial audiences say it is their most influential channel (45%).