B2C messaging isn’t slowing down, but it is evolving. So says a new study from MessageGears, a marketing platform, and UpWave, a brand intelligence company, which looked at the digital marketing trends of B2C marketers at mid-to-enterprise level brands.
The study involved enterprise companies with over $100 million in annual revenue and which send out five million-plus emails in a month. Frankly, it generated a complete brain dump of data, so to help me digest some key points, I spoke with MessageGears, VP of Marketing Will Devlin.
First up, and this isn’t a big surprise, over 90% of respondents said digital messaging – email, SMS, text – remains extremely important compared to other marketing strategies, seen as critical to the business goals of a company.
The majority of messages are still email. For example, in 2019, 41.1% of study respondents sent between 80-100 million messages. In 2020, the number that dropped to 31%, while in 2021, that percentage is expected to be 29.8%. However, the number sending more than 100 million is expected to grow, with 52% saying they expect the number they’ll send to double in the next two to five years.
That’s a lot of messages, and it suggests most brands are sending multiple messages a day. In fact, a little over 45% sent multiple messages, while another 40% only sent one message per day. If you get emails from brands, this may not be surprising. But what was confusing was that over 88% were either somewhat concerned (47%) or…