16 Business View - October 2015
Opening
Lines
Email Remains the Backbone to Engaging Today’s
Multi-Channel Consumer, According to IBM Study
IBM recently announced findings from its 2015
Email Marketing Metrics Benchmark Study, which
analyzes email marketing trends from 3,000 global
brands, representing 40 countries and multiple in-
dustries.
Customers demand perfect moments from brands,
where relevant deals on items they want, often
before they realize it themselves, are presented at
precisely the right time and place. With 50 percent
of companies increasing their digital marketing bud-
gets in 2015, it’s clear Chief Marketing Officers and
teams are looking to answer the call by delivering
these experiences across multiple channels includ-
ing social, mobile, Web and in the store. As the
adoption of these tactics continues to grow email
remains a vital component—the Direct Marketing
Association reports that for every $1 spent on email
marketing, there’s an average return of $44.25.
According to the IBM’s 2015 Email Marketing Met-
rics Benchmark Study, top performing brands dem-
onstrated a commitment to establishing an ongo-
ing engagement with customers, one that provides
