Forrester’s Email Marketing Forecast Shows Email > Social Media

| February 11, 2019

Forrester has released its Email Marketing Forecast, 2018 To 2023 report, and found a few interesting trends to think about as you craft a five-year plan for your email marketing strategy.

Email has come a long way since 1971 when the very first email was sent by computer programmer Ray Tomlinson as a test to himself. Almost 50 years later, email remains the backbone of digital marketing – just ask Forrester Research.

The company has released its Email Marketing Forecast, 2018 To 2023 report, and found a few interesting trends to think about as you craft a five-year plan for your email marketing strategy.

Email > Facebook, Snapchat

One might think that the “kids these days” are using social media more than email, but the numbers say otherwise. In fact, users between the ages of 12 and 17 use email more than Facebook. And to top things off, email adoption is growing faster than Snapchat among the same age group.

Despite 96% Saturation, Email Usage is STILL Growing

That’s all because of smartphones. Forrester’s numbers indicate that smartphone email usage has only reached 61 percent saturation, leaving room for more growth in the next five years. This also means that marketers have more opportunities to reach their target audiences, who by the way, WANT to receive your emails, as the number of company email subscribers has risen steadily since 2013. However …

Customer Expectations Have Risen

… the number of subscribers who are left unhappy with the content of a company’s email has also grown. Forrester says, “They increasingly demand emails that are personalized, contextual, and relevant. Marketer investments in tools to develop smarter email messages that satisfy these criteria will be an important factor in driving future email marketing spending.”

Targeted Email with TEGNA

There are a ton of great options to reach recipients with personal, contextual, and relevant emails to drive sales and increase conversions. From email newsletters and timely announcements to discount offers and cross-selling emails, our Targeted and Opt-In Email marketing solution delivers a wide range and variety of email campaigns to help you learn more about your customers so you anticipate their needs, build your brand, and drive sales.

→ Want to know more about the types of emails we can create for you? Check out 7 Ways to Take Email Beyond the Newsletter on the TEGNA Marketing Solutions blog.

About TEGNA Marketing Solutions

Targeted Emails are custom-developed and designed to increase brand awareness, generate website traffic, or promote a specific offer or sales event. We provide you with a dedicated team of email experts who specialize in mobile-friendly creative development, effective audience targeting methods, and strategic deployment tactics that guarantee your message reaches the inbox of your target audience, not their SPAM folder. Contact TEGNA Marketing Solutions today to find out how we can improve your marketing strategy.

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