Study: Companies Will Spend More Time and Money on Email Marketing in 2016

Mobile open rates, strategy development, content and user experience are top areas of interest

Email Marketing — DENVER–(BUSINESS WIRE)–A new study reveals email marketing will remain a top priority for companies in 2016 with nearly three out of four companies (71.8 percent) planning to spend more time on email production and more than four out of five (86.7 percent) reporting they will increase email marketing budgets, according to the 2016 Email Marketing Insights Study.

The study, conducted by Denver-based Email on Acid in November 2015, surveyed more than 3,500 U.S. adults (18 and over).

Respondents who identified themselves in a marketing role noted the greatest planned increase on email marketing activities, with 91.2 percent saying they will spend more time on email marketing in the coming year. Currently, two-thirds of companies (69.1 percent) report spending between one and five hours to develop a typical email campaign and, in 2016, nearly one-third of respondents (30.6 percent) plan on spending an additional 20+ hours per month on their email marketing programs. Frequency of emails will also increase, as nearly one-fourth of companies (23.5 percent) say they will send an average of more than one email per day in 2016.

Companies are also understanding the importance of mobile devices. Nearly one out of five marketers reported between 50-61 percent of their email list opens their messages on a smartphone or tablet. “With mobile open rates at an all-time high and continuing to grow, companies should make sure their emails are configured for the wide variety of mobile devices used by their customers every day,” said John Thies, CEO of Email on Acid .

The survey also revealed that a third of marketers believe strategy development (33.3 percent) will have the biggest impact on their email marketing program in 2016. Additionally, improving email content and providing contextually relevant email experiences were cited almost equally by about one-third of all respondents as marketers’ number one goal.

“The rise of new messaging technologies like Slack or HipChat started a debate about whether email is waning in importance and use,” said Thies. “We’re seeing the exact opposite. This survey confirms that email will remain a critical tactic to increase consumer engagement, sales and brand awareness. We aren’t surprised that companies are investing in strategic, thoughtful email marketing campaigns.”

About the 2016 Email Marketing Insights Study
Email on Acid conducted the survey online through SurveyMonkey from November 5-20, 2015. The study polled more than 3,550 U.S. adults (ages 18 and up) on trends related to email development, design and marketing goals for 2016. For a complete copy of the results, visit

About Email on Acid
Email on Acid provides email testing, troubleshooting, analytics and tracking tools to help companies ensure successful delivery of emails on any device. Email on Acid tests email campaigns on 45 different email services and devices and provides tools and support to solve compatibility issues. Founded in 2009 by siblings John Thies and Michelle Klann, Email on Acid has helped more than 80,000 companies worldwide test and configure their emails. For more information, please visit

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