In an annual survey of B2B and B2C companies by the Direct Marketing Association, 44% of respondents said that click-through rates have increased, compared with 40% a year earlier. Note that this is a turnaround of direction. Once again, forecasts of dimishing returns from email have been proven wrong...
More good news for marketing agencies is that only 29% of companies said that their firm’s competence levels are advanced. This has gone down three percent from the previous year. It obviously points to an increasing need for agency assistance. We also note that the rate of outsourcing email marketing programmes remains steady at 15%.
Return On Investment rates for email marketing are famously high, but this year they seem to have grown even higher. A remarkable 18% said that their current ROI is over £70 for every £1 invested.
Budgets are holding up well. 51% of companies say that they will be increasing their marketing budgets.
What are the key challenges that companies report? One of the most revealing is their admission that creating content is increasingly difficult for them to accomplish internally.
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