Email marketing accounts for 17 percent of digital marketing budgets in 2009
Email marketing now accounts for 17 percent of digital marketing budgets, compared to 14 percent in 2009, according to the ‘Email Marketing Industry Census 2010’, a study by e-marketing firm Adestra. The increased spend can be attributed to the fact that three-quarters of those surveyed rated email as ‘excellent’ or ‘good’ in terms of return on investment. One-fifth of companies are using email to promote customer ratings and reviews, and 26 percent said they have plans to do so. Also, 28 percent of respondents are using video content in their emails, while 37 percent are using email to encourage the sharing of content on social networks.
However, there are concerns that many marketers are still not following basic best practice, the study found, with too many organisations not paying sufficient attention to the quality of their email lists or the importance of sending relevant email to their target audience.
eTailor, in partnership with Constant Contact, offer an email marketing service that helps you ensure you are in compliance with best practices (for example, including unsubscribe links within emails). To find out more, visit our email marketing pages, or call us on (01) 2751690.