Email marketing remains strong and popular. According to The Manifest’s 2018 Email Marketing Survey, nearly 7 in 10 American businesses use this form of communication.
Among businesses that participate in email marketing, 32% of respondents say they send emails daily, and 41% send them weekly. 13% of businesses send such messages every other week, and 11% – monthly.
Companies send a variety of emails. The most popular types of messages include:
- product and company updates (69%),
- promotional emails (69%),
- newsletters (68%),
- event invitations (65%).
The main goals of email marketing campaigns include growing and retaining company’s customer base (29%) and increasing engagement (22%). Other goals are: selling products or services (17%), building brand awareness (13%), delivering relevant content (11%), and driving more website traffic (10%).
Businesses with more than 500 employees were more likely to use emails to increase engagement, while smaller companies reported using this channel to grow and retain their customer base (34%) and build brand awareness (17%).
The report also found that larger businesses tend to send more marketing emails. 37% of companies with more than 500 employees send it daily, versus 21% of businesses with 101 to 500 employees.
The Manifest surveyed 501 digital marketers from companies across the U.S. with more than 100 employees.