Email is still a priority for many marketers, but digital catching up fast

Anne Freier

In Mobile Advertising. March 6, 2018

Almost half of marketers still consider email to be a priority in 2018 given its proven ROI, according to new research from Yes Lifecycle Marketing. The survey among 300 marketers also revealed that 89% of advertisers consider email among their top three marketing priorities this year.
Websites ranked second with 24% of marketers deeming it a priority in 2018.

“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,” explained Michael Fisher, president of Yes Lifecycle Marketing. “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.”

However, digital channels are growing in importance. A whopping 71% of respondents said that website channels and 56% of social media were priorities in 2018. By comparison, just 27% of marketers thought of push notifications as important whilst 17% thought that direct mail was still valuable.
Meanwhile, marketers who consider millennials their main audience, consider social media a more important aspect of their campaigns (45%).
The top priorities for marketers in terms of marketing goals are still revenue (40%), followed by consumer acquisition (24%).

44% of respondents also noted that tech innovations would help to boost their marketing communications, whilst 37% rated analytics as a valuable tech aspect.

“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.”