Research: better use of data and segmentation key to email marketing success

In 2013 Return on Investment (ROI) rocketed – more than 50% of respondents said email marketing budgets are likely to increase in 2014 thanks in no short part to ROI hitting nearly 2,500%.

In 2013 there was an average leap of 16% from £21.48 in 2012 to nearly £25 (£24.93) in 2013 for every £1 spent on email marketing campaigns. This rises to an average of £30.52 for B2C campaigns.

Better use of data and segmentation key to email marketing success

What’s driven the increase in ROI in email marketing? Better targeting appears to be an important element here. Findings show there has been a strong emphasis on list segmentation as the percentage of marketers segmenting campaigns for six+ audiences rose from 29% in 2011 to 38% in 2013.

Segmented emails accounted for 60% of all email revenue in 2013, compared to 55% in 2012. As a result the percentage of revenue marketers attribute to targeted email marketing has also risen from 30% of total revenue in 2012 to 39% in 2013.

Increased social activity has also made a big impact on email marketing ROI as it has increased levels of brand engagement with consumers and helped to drive a rise in the acquisition of new email addresses.

Read the DMA UK National client email marketing report infograph.

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