• by Jess Nelson , June 22, 2016

The marketing technology in highest demand is email software, according to a recent study by dotmailer. 

The email marketing company polled 450 global marketers on their technology adoption, discovering that 88% of global marketers now use some type of email marketing software.

Email was followed closely by the 85% of marketers who practice affiliate marketing, while 68% of marketers use analytics and 58% leverage a Customer Relationship Management (CRM) platform.

The least commonly used marketing technologies are lead generation and automation, practiced by just more than a quarter of marketers according to the dotmailer report.

Email is the easiest and most cost-efficient marketing channel, and it isn’t surprising that it’s in high-demand. Email has unanimously been chosen as the best marketing channel for optimizing every dollar spent year after year, and the Direct Marketing Association’s 2015 National Client Email Report confirmed that email has an average ROI of $38 per every $1 spent.

MailChimp currently dominates the email marketing services market according to a recent study by Mirren Business Development and RSW/US. 62% of respondents in a poll of 227 executives from advertising and marketing agencies asserted they currently use MailChimp, while 39% of respondents use Constant Contact and 21% use Campaign Monitor.

18% of marketing executives currently use the Salesforce Marketing Cloud for email marketing, but 66% utilize Salesforce’s CRM platform. Salesforce leads in the CRM department by more than twice the second place finisher, HubSpot CRM, which is currently in use by 32% of marketers.