Daniel Burstein

Email Marketing: A closer look at budgets

January 31st, 2012

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.


Click to enlarge


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.


Related Resources:

Email Summit 2012 in Las Vegas on Feb. 7-10, 2012

Email Research: Top 3 tactics to grow your list

Email Marketing: Show me the ROI

More than 580 MarketingSherpa case study and how-to articles

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Email Marketing Tags: , ,

  1. January 31st, 2012 at 09:13 | #1

    Hi Daniel,

    Harassing you? Nah… dogging you relentlessly…yes, absolutely!

    We’ve already got a ton of questions (I’m going to have to check an extra bag just to carry them) for the MarketingSherpa and the stellar speakers at this year’s summit!

    It’s not too late to enter by submitting a question though!

    Jim Ducharme
    Community Manager
    GetResponse Email Marketing

  2. February 8th, 2012 at 13:55 | #2

    I work in the email marketing business and the results our clients get are pretty amazing. In a world where email is fading out (unless you are checking for business) people still seem to want those consumer emails. I can’t tell you the last time I have checked my email to see if i have received anything on a person level. Just business. Great article.

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