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The Future of Email for New Zealand Businesses

It will come as no surprise to New Zealand Businesses to hear that our digital marketing landscape is a rapidly changing playing field.

Messaging to smartphones in particular has boomed and with the rise of the social mediums, like Facebook, Twitter and YouTube there are billions and billions of digital events per day.

For some businesses it can seem daunting to keep up with this digital maelstrom.

The best advice that Mobilize Mail can give is to “Stay Relevant” and embrace the “Chaos” that often comes with email marketing in New Zealand and digital interactions with customers.

The good news is that chaos can be good!  All these changes are bringing new information and insights that allows us, as marketers, to be more relevant and engage with our clients with more meaning and purpose.

Email Volumes are on an Upward Trend – The Statistics

  • The total number of email accounts worldwide is expected to increase from 3.3 billion accounts currently to 4.3 by the close of 2016.
  • Year on year Email volume is increasing and in the first quarter of 2012 increased volumes rose 21.4% over the 12 month period.
  • Open rates are also increasing –  12.6% up on the previous year and overall open rates are at 26.2%.
  • How does this equate to business-to-consumer email levels? According to Forrester Research, by 2014, individual consumers will receive 9,000 emails each year.

These statistics paint an interesting picture of the relevance of email as a communication tool to your customers.  They also clearly negate any suggestion that the digital revolution is killing email, in reality just the opposite is true.

Spam Volumes are trending downward

Spam has long been a challenge for the email marketing industry in New Zealand.    You might think with the increase of emailing comes an increase in levels of spam.  But the Spam levels are decreasing year by year – down from 89% of global email traffic in 2010 to 68% in 2012.


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