Latest data from marketers surveyed shows that email is still considered the most successful digital marketing tactic. A significant majority of marketers worldwide (67 percent) rated email the most successful digital marketing tactic, according to May 2012 data from the CMO Council.. The Direct Marketing Association (DMA) showed improvement in US email open rates and clickthrough rates (CTR) for both in-house and prospect-intended emails in 2012, as compared to 2010.
Part of the increase in efficiency is due to advances in the technology for email marketing. More personalized, relevant email marketing programs result in increased engagement rates. However, more personalized forms of email communication do not necessarily result in higher sales: Conversion rates for both house and prospect lists declined slightly from 2010 to 2012.
One reason for this decline could be the growing number of digital touchpoints with which email must share its influence. Consumers who once converted directly from emails now find opportunities to convert elsewhere, such as on social media, via search or through a retargeted display ad. Companies with the ability to track multichannel attribution should be able to more accurately determine which marketing influences are in fact grabbing greater conversion share.
Source: Emarketer.com
