Email is quietly becoming the best-performing channel again
Brands report open rates back above 40 percent after years of decline
After a decade of being written off, email is delivering the best returns of any channel for a growing number of brands, according to a survey of 400 marketing directors by Ashgrove Research.
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The figures are modest by the standards of the largest players but significant for a company of this size. According to its latest filing, Halden & Co. generated $1.1 billion in revenue over the past twelve months, with margins improving in each of the last three quarters.
For Leila Haddad, who founded her first company in 2015 and sold it four years later, the lesson is familiar. "Growth hides mistakes," she said. "When it slows down, you find out which decisions were good and which ones you just got away with."
The deal was approved after the parties agreed to divest two overlapping business lines, a condition regulators had signaled early in the review. Supporters called it a pragmatic compromise; critics said it left the hardest questions about market concentration unanswered.
What changed
Halden & Co. will hold a briefing for analysts next month to walk through the numbers in more detail. Management has promised a first progress update alongside its third-quarter results.
Similar programs at rival firms have produced mixed results. In one well-known case, adoption exceeded projections within a year; in another, integration problems pushed the expected benefits back by almost eighteen months.
A survey of 400 mid-sized companies by the Northgate Survey found that 58 percent plan to increase their technology budgets next year, the highest share since 2021, even as most expect overall spending to stay flat.