With e-commerce attended by 78% of Internet users, investment in digital advertising in Spain exceeded 4.000 million euros last year. By 2025, the return is expected to exceed that figure. Preferably, through strategies that achieve an ROI whose impact on sales exceeds your budget. In the case of email marketing, with a return of €32 for every €1 invested.
Change of ecosystem, change of strategies
According to the latest IAB Spain study, commissioned from the Elogia agency, 78% of Spanish Internet users buy mainly online. An increase of two points compared to the data for 2021 which, following the ascending line of the sector in the country, make it clear that e-commerce is consolidating at an agile and constant pace. And, with it, the challenges and needs of today's and tomorrow's business in the age of digitization.
Among them, highlighting digital marketing, whose strategies are constantly reinforced and updated to attract customers in the distracted virtual ecosystem. This is the case of tools like Mailrelay, whose massive sending of emails amounts to 80.000 monthly per client, being able to upload up to 20.000 contacts. And it is that the key to business survival on the net never skimp on ingenuity or investment.
A millionaire investment and in constant growth
According to the aforementioned IAB Spain study, investment in digital advertising in Spain increased by 34% last year, exceeding 4.000 million euros and the investment prior to the pandemic. In fact, the restrictions to avoid contagion are partly the reason for that weight. thus constituting the recent health crisis as a catalyst from this present in the process of digitization towards a more virtual future.
Among the areas with the highest growth, it should be noted that the disciplines of search marketing and social networks received more investment. Presenting an increase of 47,8% and 42,7%, respectively, between 2020 and 2021 and adding between both 64% of the total amount invested in digital advertising. Followed closely with a similar investment, but not much higher compared to other years, in marketing.
As for the return, Spain also enjoys good figures. According to The report of Statista, With revenue of 3.567 million euros from online advertising in 2021, which the platform estimates will far exceed 4.000 million by 2025. Since, as the digital transformation increases digital marketing tools get cheaper. Sometimes, depending on the chosen tool, ensuring a fantastic return on investment.
The unbeatable ROI of email marketing
In the world of marketing, ROI is of vital importance to discover whether or not a campaign is profitable. According to the DMA association, the return is €32 for every €1 invested in email marketing. Data that makes this strategy, possibly and if not the most, in one of the most profitable digital marketing strategies. Already in 2019, despite taking on average only 13% of the budget, impacting 19% of sales.
Therefore, according to a study by Adestra and The Econsultancy, the ROI of email marketing is considered excellent or good by more than 70% of companies. A percentage of acceptance that, with a respective 72% and 67% according to statistics, outperforms SEO positioning and PPC or search ads. Despite its simplicity, hiding different modes of use or tricks to fortify its impact.
How to get the customer to click
The fundamental objective of any marketing strategy is that the client, new or veteran, accesses what is promoted. In the case of emailing, the opening rate stands at an average of 22,86%, with a click rate of 3,71%, but on which it is possible to work and redefine to get to increase it and retain the customer. Regardless of whether you buy or not, with an unsubscribe rate of only 0,21%.
To achieve this goal, it is not enough for the promoted product or service to be effective by itself. In reality, the most suitable strategy, according to experts, consists of personalize emails to increase their attractiveness. Given that email is already a channel of communication, in a certain way, intimate for the user, questioning him is an asset that must be played to effect through interest and opportunity.
In addition, having tools such as the aforementioned Mailrelay is useful for make the most of our mailing campaign. Allowing to control impressions, clicks, geographical statistics and even the activity of the subscriber to be able to have complete statistics of mass mailing. Adding a newsletter editor and contact manager to an effective tool, but above all extremely profitable.