In the first ‘Customer Engagement Report’ by Merkle, that surveyed more than 200 marketers at major North American brands in June 2019 found that 68% of marketers identified email addresses as their highest priority customer data type to acquire and 78% of respondents deliver personalized experiences in the email using customer data. In addition, 52% of those same marketers said that email remains their most valuable marketing channel not only for gaining new customers but also for retaining existing ones. In another recent study by Ignite Visibility, found that small businesses with revenues of $10 million to $20 million invested more on email than any other marketing tool. The 300 respondents who participated in this survey believe that email is first in return on investment. Interestingly, about 44% of those in that category said they spent only between $5,000 to $15,000 on email annually.
The takeaway is clear: email remains one of the most important forms of marketing for businesses and brands.