Never underestimate the power of email – a cornerstone for both traditional marketing and consumer-facing market strategies that has seen an 83% growth in B2B and B2C markets since 2015.
According to new research released by Salesforce, who polled 3,500 global marketing leaders, at either a manger level or higher position for its fourth annual State of Marketing report, email experienced the largest surge in consumer-facing marketing programs, with email use by B2C marketers rising 106%. This surge indicates that marketers may be testing new channels in conjunction with proven ones to find combinations that work for their consumers. Marketers also report higher levels of awareness, engagement, and acquisition when combining email with additional marketing channels according to Salesforce.
The Salesforce report also found that video advertising has experienced the largest two-year growth in B2B marketing, with video use growing 204%. Email was the second-highest advertising channel in growth for B2C marketers, but trailed video advertising’s growth of 141%.
Video advertising was closely followed by SMS/text messaging, a channel that grew 197% in the B2B market. B2B email marketing, on the other hand, has only grown 56% since 2015.
A marked trend among high-performing marketers is that they are 12.8 times more likely to combine marketing efforts across channels such as email, mobile, and social. On average, marketing leaders today say that 34% of their budget is spent on channels they didn’t know existed five years ago and they expect that to reach 40% by 2019.
The reports also suggests that about half (51%) of the emails are identical messages to what they have broadcast in other channels. This is considered to be a missed opportunity for most marketers who may not be evolving fast enough between email and other channels based on customer behaviors or actions.
Additionally, 51% of respondents said their emails contain the same messages as other marketing channels, while 29% of email messages evolve across channels and customer actions.
As in previous report iterations, Salesforce analyzed the differences between self-identifying high-performing and low-performing marketers.