2015, a prosperous year for Email Marketing

Without a doubt, 2015 has marked a significant shift in the perception of email marketing. After several years of "email is doomed" statements, email marketing has risen from the ashes to become an essential element of digital marketing.

RESURRECTION OF EMAIL MARKETING
A clear example of this is the results obtained in the study "....Use and perception of email marketing in Spain"which we have already discussed on several occasions. In general, all the research carried out in 2015 points in the same direction: email marketing as an opportunity for marketers to improve their digital marketing strategies and rethink how users interact via email.
IMPORTANCE OF EMAIL MARKETING AGENCIES
Overall, only 10% of a company's total marketing budget goes to email marketing. Email marketing that around 75% of companies do not usually outsource and take care of themselves. One of the clearest and most evident conclusions from the sector is the need to improve the level of expertise of the professionals who take on email marketing for their companies and start to rely on specialists and agencies that have mastered the sector.. In this way, processes will be streamlined and the margin of error will be minimised, leading to better results. It should not be forgotten that auditing and analysis are two components that have become essential to shed light on the weaknesses and strengths of strategies, as well as to provide ideas for improving results, and this requires a level of expertise high.
According to SalesForce, the most widely used source for data analysis is email, with 41% of companies analysing data based on the results of email marketing campaigns.
FORECASTS AND DATA FOR 2015
The our projections for 2015 have manifested themselves throughout the year. We talk about the importance of responsive design, predictive analytics, dynamic email content, new methods of user acquisition and multichannel integration. Elements that have undoubtedly been intensifying thanks to the appearance of email marketing agencies specialised services that deliver optimal results for companies.
According to data from National Client Email Report 2015Around 90% of companies use email as a marketing tool. Moreover, it is becoming an increasingly effective tool: the ROI of email has increased dramatically compared to 2013. This means that, in 2015, there was more revenue from email marketing than in previous years. As a result, that 10% of the email marketing budget is expected to increase.
Some relevant data:

• The newsletter is defined this 2015 as the most effective form of content delivery by email, as long as it is focused on an audience segmented by buying habits. - National Client Email Report 2015
• 57% of email subscribers spend between 10 and 60 minutes browsing promotional emails during the week. - ChoozOn
• The opening rate is optimal when companies send an average of two mailings per month. - Content Marketing Institute
• 77% of ROI comes from segmentation, personalisation and triggered emails. - National Client Email Report 2015
• The total number of email accounts worldwide is expected to grow to more than 4.3 million accounts by the end of 2016. - Radicati Group

However, we must not forget that the year we have left behind is mainly marked by the increase in the use of email on mobile devices. We leave you with an infographic with a small review of some of the data on the use of email in mobile communication 2015:

Thus, the forecasts were more than accurate and will even be applicable to some of the trends we will see this year. Moreover, we could say that 2016 is the extension and improvement of everything achieved in 2015. Undoubtedly, 2015 has been a prosperous year for email marketing, and it seems that it will continue to be so in this year in which we have entered.
In short...
What elements of email marketing have stopped working in 2015?
-Mass mailings
-The Desktop as the first design screen
-The use of a standardised Copy
What will remain in 2016 from the email marketing campaigns of 2015?
-Responsive web design
The use of images and videos in e-mails
-Personalisation of content and issues
-Segmentation of databases
-Test emails and analyse the results obtained.
Multi-channel integration