Spotlight State of Marketing 1313 Email’s Exponential Impact Email lands a top-five place among channels “Email Plus” Equals Awareness, Engagement, and Acquisition exhibiting the highest growth over the last two years (83% growth). A closer look reveals the Combining email with a myriad of other marketing channels delivers exponential benefits. impact of combining email with other channels. Marketers report higher levels of awareness, engagement, and acquisition. The three biggest benefits cited are improved awareness, higher rates of customer engagement, Top Three Benefits of Combining Email with Other Marketing Channels and improved customer acquisition. Email provides a window into customer behavior — such as which emails they open, what device they use, and which offers they redeem — making it a natural candidate to leverage alongside other channels to boost personalization and + engagement. While email plus other channels can help reinforce a message and extend reach, using the data available to evolve the message can have a bigger impact. This is a missed opportunity for most marketers who aren’t evolving messages between email and other Social media Mobile Organic and Digital Content Website channels based on customer behaviors or marketing marketing paid search advertising marketing actions. About half (51%) of the emails they send are identical messages to what they’ve = broadcast in other channels. IMPROVED IMPROVED IMPROVED AWARENESS ENGAGEMENT CUSTOMER ACQUISITION Salesforce Research