At that time, experts predicted a very promising future for email marketing, with clear expectations of remaining a current channel over the years and with a greater weight than it had at that time. In fact, in the study, 46.5% of users and professionals surveyed believed that the return on investment (ROI) of email marketing ceo email lists would be higher. The truth is that they were not wrong. The latest DMA report, Marketer email tracker 2019 , shows how the ROI of email marketing stands at just over £42 for every pound spent ; an increase of almost £10 since the previous study. Without a doubt, it is a fact that shows that the return on investment of this channel is constantly increasing. In fact, according to them, marketing professionals are measuring and taking into account the ROI more than ever.
Another aspect that we highlighted in the article was that email marketing would increasingly focus on connecting with each user on an individual level, that is, in a personalized way. 30-40% of the users and professionals surveyed believed that in 5 years email marketing would be totally personalized and integrated with other channels . Let us remember that, at that time, both personalization and automation of email campaigns were not considered an essential requirement in an email marketing strategy. They were in a very initial and basic phase, since they were elements that added value to the campaigns of those who were more “up to date” in this field. However, the experts' predictions have come true. Personalization and automation have gone hand in hand to offer users a complete and highly satisfactory experience. At Digital Response we can attest to this. As we mentioned , in 2019 we automated a total of 15 programs for our clients, a fact that shows that today they are already considered basic and indispensable elements to make good use of the channel, have a complete email strategy, save time and costs and offer the user valuable content according to their profile, behavior and preferences .
In the same way, it was predicted that email marketing in 2020 would be the channel that would best integrate with other channels and, at the same time, would enrich them. We will agree that both in 2019 and in the current year, we have seen how the implementation of push notifications has been increasing and hand in hand with email. There are many brands that currently already have a fully coordinated email marketing and push notifications strategy . Likewise, integration with social networks has been reinforced. For example, by making visible campaigns that are launched on site, promoting contests, etc.
So, what will email marketing be like in 2025? Which elements will evolve and which will become obsolete? Will ROI follow this growing trend? We'll save all these questions for you in a new post soon, in order to show you our predictions.
