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2016 Email Marketing Insights Study: The Results Are In

Email On Acid

We asked and you responded! In fact, more than 3,550 of you took our survey last fall to provide your insight on email development, design and marketing trends and behavior and we're thrilled to share the results with you.

Let's start with the big news: email marketing is going to remain a top priority for companies in 2016. Though we could have predicted this was the case, nearly three out of four companies (71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.

Mo' money, mo' time

Respondents who identified themselves in a marketing role noted the greatest planned increase on email marketing activities, with 91.2 percent saying they will spend more time on email marketing in the coming year. Currently, two-thirds of companies (69.1 percent) report spending between one and five hours to develop a typical email campaign and, in 2016, nearly one-third of respondents (30.6 percent) plan to spend an additional 20+ hours per month on their email marketing programs.

Frequency of emails will also increase, as nearly one-fourth of companies (23.5 percent) say they will send an average of more than 30 emails per month in 2016.

Additionally, 86.7 percent of the survey's respondents said they would spend more money on email marketing this year. The increased budget is expected to be spent on:

Trends in design and content

Responsive design is becoming increasingly popular, with 56.9 percent of survey respondents reporting to use responsive templates. Hybrid fluid design is less popular, with 7.9 percent saying they use templates coded with this technique and 19.9 percent saying they use both responsive and hybrid fluid design. Only 15.2 percent report to use neither coding method.

Furthermore, respondents expect to use the following elements in their email campaigns in 2016:

  • Dynamic content elements (53 percent),
  • Merge tags for personalization (45.8 percent),
  • CSS navigation (26.6 percent),
  • HTML 5 video (22.5 percent) and
  • Carousel hero images (20 percent).

Biggest impacts and goals

The survey revealed that a third of marketers believe strategy development (33.3 percent) will have the biggest impact on their email marketing program in 2016. Additionally, improving email content and providing contextually relevant email experiences were cited almost equally by about one-third of all respondents as marketers' number one goal.

Finally-not surprisingly-coding for email was identified as a perennial pain point of the production process. Tools that can fix code for you was rated the top idea that would help the email creation process (39.8 percent), followed by a more streamlined testing system (24.6 percent) and better project management tools geared for email (22.3 percent).

About the survey

Of the 3,556 individuals who responded to Email on Acid's survey, 32 percent were developers and 25 percent marketers. Company size varied across the board, but the most represented industries were software and web apps (22 percent), creative services (18.4 percent) and media and publishing (13.5 percent).

About the Author

Tanya Wheeler-Berliner

Tanya Wheeler-Berliner

A lifelong word nerd with a background in communications, public relations and marketing, Tanya spends her days debating hyphenation rules and extolling the benefits of the Oxford comma.

Join the Discussion

Nice article and great insights from the survey! Coding was also an issue for me, whenever I had to create a campaign. Good that there are tools, such as GetResponse, that get the job done!
Thank you for sharing
Thanks for sharing this wonderful article.Thefacts you shared are true and valuable.

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