4 Reasons Broadcast Emails May Be Making Your Email Program Less Competitive in the Future
Mainly driven by increases in broadcast messages, per subscriber email volume has increased at more than a 15% compound annual growth rate over the past decade. It’s an impressive growth streak—and a testament to consumers’ strong preference for brands to communicate with them via email versus other channels. It’s also a streak I think is about to end.
In my latest Marketing Land column, I discuss how the sea change that’s occurring in email marketing is that triggered and transactional emails are accounting for more and more of channel revenue. For some brands, revenue from these emails—which include welcome, browse and cart abandonment, birthday, post-purchase, and order confirmation emails—already account for the majority of their email marketing revenue. In the not-too-distant future, great email marketing programs will be defined by passing this milestone.
There’s just one thing holding back more brands from achieving this: an over-reliance on broadcast emails.
Here are 4 reasons an over-emphasis on broadcast emails may be impeding your ability to transition to an email program where your revenue is driven by triggered emails…