Article By Heather Fletcher, Target Marketing

“One study finds email is one of the most popular online activities and another says the channel’s marketing performance is increasing. Here are the details.

Yesterday, marketing automation provider SharpSpring announced research saying marketing automation is the reason email performance is increasing, even as consumers slightly demote it from what Adobe termed its “alpha dog” status in 2016. The SharpSpring study titled “Agencies Talk: State of Email Marketing” says: “A total of 85 percent of marketing agencies say that email marketing performance is increasing, with half (50 percent) describing the increase as significant.”

Marketing automation’s impact on email performance is mostly due to marketing message personalization (48 of respondents term it effective); email testing and optimization (40 percent); relevant calls to action (37 percent); list data segmentation (32 percent); mobile responsive design (28 percent); and automated marketing campaigns (26 percent).

And while that 2017 study talks about the efficiency of email marketing, other research announced yesterday expands on the channel’s size and influence. WebsitesThatSell.com recounts that email marketing is “expected to grow at an average annual rate of 4.6 percent in coming years reaching over 257.7 billion by the end of 2020.”

“The SharpSpring research shows six reasons email marketing performance is increasing”, click here to read them.