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Whitepaper: Email Marketing in 2016

03 Jun 2016 by Farhan Rehman


The wait is over, our latest email marketing whitepaper is available and ready to download. The whitepaper is free but it is worth reading below to understand the background research that has informed the insights and arguments made in this edition.


The UK Email Marketing survey, conducted with nearly 450 senior marketers in the UK revealed some interesting insights about the current abilities of email marketers. Further research by Litmus and the Direct Marketing Association (DMA) gives the latest ROI figures for email marketing and explores where email is heading. This whitepaper ties it altogether and reveals a potential opportunity for businesses to gain competitive advantage.

Download your complementary copy of the whitepaper hereEmail Marketing in 2016: Bridging the gap between know-how and technology.


The recent UK Email Marketing survey, which was conducted with 443 senior marketers in the UK, has generated particularly interesting insights into how the UK market is currently using email marketing and what benefits they are seeing. Despite riding the crest of the wave of the digital revolution, email marketing’s technological advances may not yet be fully accessible to UK businesses due to a skills gap. The speed at which email marketing is progressing, it seems, is too fast for end users to keep up.

The whitepaper, “Email Marketing in 2016: Bridging the gap between know-how and technology” which draws on the insights gained from the UK Email Marketing Survey, as well as research by the Direct Marketing Association (DMA) and an online poll by Litmus, provides insight into:

  • Where email marketing is heading
  • The current abilities of end users in the UK
  • How businesses in the UK can achieve competitive advantage
The whitepaper, identifies that the key to understanding how email marketing provides an opportunity for competitive advantage, is an analysis of the return on investment (ROI). Not only is email’s ROI rapidly increasing, (in 2015, average ROI was £38 per £1 investment, up from £22 in 2014*), but the variability of ROI is particularly big. At the upper end of the spectrum, businesses can enjoy up to £100 ROI, whilst businesses at the lower end will more likely languish at around £5 ROI.

Happy reading!


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