Ten years ago, conventional wisdom told us that email and SMS as marketing channels were going to die due to the rise of social media, mobile advertising, and instant messaging. Yet today email and SMS channels are still growing worldwide and in some cases faster than the other more modern channels. Email marketing volumes have almost doubled in the past two years worldwide, while SMS marketing has grown 142% in two years, second only to video advertising, according to a report by Salesforce.com.
At Everlytic we have seen similar trends in South Africa, with the volumes we send for our customers going from 2 billion emails in 2016 to around 3.5 billion emails in 2017. The volume of new customers has not grown at the same rate, so the majority of this growth is for existing customers, meaning
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