It’s become pretty obvious by now that old-kid-on-the-block email isn’t disappearing. In fact, business executives polled worldwide in December 2014 by StrongView, in conjunction with SENSORPRO, ranked email as the No. 1 marketing program for which they planned to increase spending in 2015. More than six in 10 respondents said they’d up investments in the channel, compared with fewer than 50% for second-place social media and 40.2% for No. 3 mobile—often viewed as hotter than email.
Email has to evolve to stay relevant, and responses indicated that the channel would be all about tailored messaging this year. Triggered/transactional programs and lifecycle programs were the top two on which respondents intended to increase email spending, cited by 42.2% and 41.4%, respectively. That marketers planned to up investments in these tactics makes sense—they’re targeted and personalized, which is key to satisfying consumer demands for those exact experiences. Read the rest at eMarketer.