Email is the marketing channel that refuses to die, no matter how much scorn people pour on it.
In fact, the emergence of the multichannel discipline has actually given email marketing something of a boost.
Our new Reality of Multichannel Marketing Report, published in association with dotmailer, examines the extent to which email has become the fulcrum for a wide range of online and offline brand engagement activities.
Rapidly becoming the tie that binds disparate elements of the multichannel together, email is playing a crucial role in the increasingly multi-device behaviour of consumers.
One need only look at the comparable open rates on desktop and mobile to realise email’s importance to cross-channel activity.
Research from eBay suggests that the consumer will use an average of three to five platforms when considering a purchase and each move between them creates the potential for a lost sale.
