Smartphones to encourage email marketing as industry grows 15.5%

Executives in marketing jobs might already have spotted the potential for smartphones to improve the potential of email marketing.

The UK email marketing industry increased 15.5 per cent in 2011 amounting to a value of £388 million, according to the Econsultancy 2012 Email Marketing Platform Buyer’s Guide.

Although sceptics predicted the demise of email marketing in the face of social networking and the rise of mobile devices, experts believe the channel can thrive by embracing the eclectic mix of communications.

Founder of independent email consultancy Zettasphere Tim Watson told Econsultancy: “Mobile email has meant email is the first channel read in the morning and the last at night.

“The smartphone will for the first time connect some people to the online world who have until now been offline.”

Contrary to the idea that sites like Twitter and Facebook would rival email marketing, the study suggests social networks complement the effects of email marketing.

Meanwhile, the 2012 Email Marketing Benchmark Report by sign-up.to showed the email marketing opening rate was 18 per cent.

Posted by Steve Williams

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