Email Marketing: A closer look at budgets
With MarketingSherpa Email Summit 2012 coming up next week in Las Vegas, we wanted to take a moment to take a look at a common email question.
It’s a touch-and-go economy, are my competitors still investing in email marketing?
The answer is a resounding yes, according to research from MarketingSherpa’s 2012 Email Marketing Benchmark Report by W. Jeffrey Rice, Senior Research Analyst, MECLABS.
As you can see in the chart above, nearly one-fifth of email marketing budgets are set to increase more than a whopping 30% in 2012.
And if your budget is decreasing, I’m sorry to tell you that you are in an exceedingly small minority — we found 67% of organizations expect to increase their email budgets in 2012 with only 3% indicating that a decrease is in the works.
In another recent survey, this one exclusively focused on B2B marketers, we found that email marketing was one of the top three investments in B2B marketing budgets.
“Email marketing is commonly viewed as a cost effective marketing channel; however, that should not imply that significant investments in this tactic are uncommon,” Jen Doyle, Senior Research Manager, MECLABS, explained about her B2B-focused research. “Expenses in email marketing include list rental, email deployment programs, email deliverability services and list building initiatives, to name a few.”
Need help justifying your email marketing budget? Turn to your metrics. The third section of this MarketingExperiments Web clinic will help you determine how to listen to your numbers – Optimize your Email in Three Steps: How one marketer tripled revenue from their house list.
What are your most pressing email marketing questions?
You might know all about budgets, but odds are, if your daily tasks include email marketing, you probably have a lot of questions. If you’ll be at Email Summit 2012 next week at Caesars Palace, you can ask industry experts and your peers these questions first hand.
If you can’t make it, however, here’s a convenient proxy. Jim Ducharme, Community Manager, GetResponse, is bringing a camera and a mic and will be harassing us … um, I mean, posing email marketing questions to event speakers, sponsors and attendees, and wants your help deciding on what questions he should ask. He’ll even give one curious email marketer a Sony Bloggie Touch camera just for suggesting a question.
Email Summit 2012 in Las Vegas on Feb. 7-10, 2012