In the 1970s, the world's first e-mail launched a new era of communication and marketing alike. As the number of e-mail users continues to grow each year, e-mail has evolved into a core digital marketing format for businesses across the globe. In 2023, e-mail marketing revenue was estimated at more than 10 billion U.S. dollars. Few if any other channels can compare with e-mail marketing’s average return on investment (ROI). In a late 2022 poll, around half of marketing professionals surveyed reported a two times improvement rate in their e-mail marketing campaigns’ ROI, leaving no doubt why e-mail has maintained its claim to fame for decades.
Marketing automation has become an essential feature in e-mail marketers’ toolboxes. By implementing different systems and software, marketing professionals can streamline processes, collect and analyze user data, send the right e-mails at the right time, and ultimately maximize campaign effectiveness. As of early 2023, e-mail was the channel that relied the most on marketing automation, with 63 percent of surveyed professionals choosing it over content and social media management.
E-mail marketing is designed, among other things, to contact consumers and facilitate mutual communication. But how do recipients feel about receiving promotional content in their inboxes? For one, users intentionally sign up for mailing lists, which indicates a level of interest in a business. According to a 2022 survey, a quarter of consumers in the United States stated that they were likely to purchase a product after receiving an e-mail newsletter, highlighting the channel’s still vast marketing and targeting potential. However, e-mail marketing acceptance varies according to the age of consumers - ten percent of U.S. millennials and another 36 percent of U.S. Gen Zs were very unlikely to do the same in 2022, leaving marketers with a smaller window to engage readers and initiate their desired reaction.
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