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In the current economic downturn when many businesses are looking to make cuts and savings wherever they can, it would seem that for some, email marketing budgets won’t be amongst the casualties.
The continuing versatility and effectiveness of email marketing, its comparatively inexpensive operation and ROI potential has made it one of the most if not the preferred marketing methods in the world.
According to a recent global survey of over 900 marketing executives, 60 percent have stated their intention to increase their email marketing budgets in 2012. Helen Leggatt from Bizreport.com wrote:
“Most marketing executives, 92% to be exact, plan to increase or maintain current levels of marketing spend next year.
Out of the 939 executives surveyed 60% said they expect to raise their email marketing budgets in 2012, the top channel for increased spend. The top email marketing initiative for 2012 for 48% will be increasing subscriber engagement followed by improving segmentation and targeting (44%) and growing opt-in email lists (32%)”.
Businesses must also take into account that an ever growing number of consumers are now accessing the majority of their emails via mobile and so should also be optimising email campaigns for those devices or risk losing out on what is potentially a very lucrative market despite the ongoing recession.
In addition to mobile-optimised campaigns, social media is also expected to play an even greater part in next year’s marketing strategies with 54 percent of those surveyed saying they will invest more in social media marketing in 2012.
Although for the moment there’s no immediate end in sight for the current recession, it’s encouraging to know that despite financial restrictions and uncertainty, there are still some businesses confident enough to increase investments on their email marketing campaigns.
