As a channel to reach prospects and customers, email continues to thrive, even as other messaging platforms emerge. Nine in 10 marketers in North America say they use email to engage their audience, according to a September 2016 survey by Winterberry Group and the Data & Marketing Association (DMA), the most commonly used channel over digital display, owned web content and search.
“While there is concern that newer messaging platforms will cannibalize the email audience, in general younger cohorts remain loyal to email. Still, as email volume increasingly grows each year, it’s likely that users are becoming more particular about their desire for more tailored messages,” said eMarketer analyst Jillian Ryan, author of the new report, “Email Marketing Benchmarks 2017:
