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IBM: Email more important than ever for business

Released at: 11:50, 01/10/2015

IBM: Email more important than ever for business

Email Marketing Metrics Benchmark Study shows email remains the best way for companies to stay in touch with consumers.

by Tue Doanh

IBM has announced the findings from its 2015 Email Marketing Metrics Benchmark Study, which analyzed email marketing trends from 3,000 global brands representing 40 countries and multiple industries.

“In an economy that is growing at the speed of light, email remains one of the most effective ways to interact with consumers,” said Ms. Nguyen Thi Quynh Trang, Marketing Manager of IBM Vietnam. “By combining email marketing with technological analysis, marketing experts can understand their customers at a whole new level. The valuable information obtained from the digital world will help brands to bring meaningful experiences to each consumer in the right place and in time.”

Customers demand perfect moments from brands, where relevant deals on items they want, often before they realize it themselves, are presented at precisely the right time and place. With 50 per cent of companies increasing their digital marketing budgets in 2015, it is clear that chief marketing officers and teams are looking to answer the call by delivering these experiences across multiple channels, including social, mobile, web and in-store.

As the adoption of these tactics continues to grow email remains a vital component. The Direct Marketing Association reports that for every $1 spent on email marketing there’s an average return of $44.25.

According to IBM’s 2015 Email Marketing Metrics Benchmark Study, top performing brands demonstrated a commitment to establishing an ongoing engagement with customers, one that provides each individual with additional value while opening up new revenue opportunities for the business.

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