IBM Survey: email remains key marketing tool

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Email remains a vital component in engaging today’s multi-channel consumer, an IBM survey revealed on Monday.

According to the 2015 Email Marketing Metrics Benchmark Study, for every $1 spent on email marketing, there’s an average return of $44.25.

“In an industry that’s evolving at the speed of light, email, when leveraged in context of the customer’s experiences, remains one of the most effective ways for brands to engage with the always on consumer,” said Deepak Advani, general manager, IBM Commerce.

The study analyzes email marketing trends from 3,000 global brands, representing 40 countries and multiple industries.

With 50 percent of companies increasing their digital marketing budgets in 2015, IBM said it’s clear that marketing wings are looking to answer the call by delivering their experiences across multiple channels including social, mobile, Web and in the store.

Key findings

# email open rates in the travel industry reached 50 percent, 10 times more than their lower performing peers

# retail/ecommerce missed the mark, producing some of the lowest customer engagement rates

# Asia-Pacific brands outperformed their counterparts in North America and Europe on most benchmarks