Some retailers launched online deals well in advance of Thanksgiving, Black Friday and Cyber Monday.
That’s more than the percentage who plan to increase their spending on hot areas like social media marketing, a new report finds.
E-mail marketing budgets are on the rise.
58% of marketers in a recent survey say that they plan to increase their e-mail marketing spending this year, according to e-mail marketing firm ExactTarget’s new “2014 State of Marketing” report. That places e-mail marketing behind only data and analytics (61%) and marketing automation (60%) in terms of marketers’ investment priorities this year, and ahead of areas like social media marketing (57%) and content management (57%).
ExactTarget, which marketing platform Salesforce.com owns, conducted its online survey of 2,651 marketers from Oct. 24 to Nov. 1, 2013.
The report also found that 68% of marketers say e-mail marketing is “core to their business.” And 88% say that e-mail does or will produce a positive return on their investment.
Marketers are using e-mail in a number of ways. Following are various types of e-mail campaigns and the percentage of marketers who say the performance of these campaigns typically is “excellent” or “very good”:
- Welcome series, 42%
- Promotional, which includes any e-mails containing promotional messaging, 38%
- Birthday, 43%
- Newsletter, 40%
- Anniversary, 37%
- Post-purchase, 37%
- Loyalty, 47%
- Abandoned cart, which aim to bring shoppers back to the site to purchase items they put in their cart but didn’t pay for, 42%
- Browse retargeting, which is when a marketer sends an e-mail to a consumer based on what she looked at on a site, 42%
- Reengagement, or enticing a shopper to return to the retailer, 29%
- Transactional, such as an order confirmation, 38%
Even though nearly all marketers use e-mail to reach consumers, 42% say they rarely or never use responsive design techniques when designing their e-mails. Responsive design adjusts the way an e-mail displays to the size of the screen a consumer is using. The report found that 66% of marketers say that their e-mails are opened on a mobile device more than 31% of the time.
The report suggests that marketers who have a substantial percentage of consumers opening their e-mails on a mobile device need to develop a responsive design strategy.
“By the end of 2013 the number of mobile-connected devices will exceed the number of people on Earth, and by 2017 there will be nearly 1.4 mobile devices per capita,” the report says. “We expect mobile e-mail opens to increase alongside mobile device saturation, so 2014 is the year to commit to mobile-friendliness.”