Email marketing expenditure to rise according to the DMA

The Direct Marketing Association has discovered that ‘Over half of business to business and business to consumer brand marketers surveyed are confident that their email marketing spend will rise this year’.

Due to modern technology, companies are finding various ways in which to take their marketing strategy. Different audiences may require specific promotional strategies and so organisations are now reaching consumers around the world who are finding more data opportunities which bring success.

The research also highlights that an email has £21.48 as an average ROI for every single £1 spent. Half of the brands found an increase from the previous year whether it involves open, click or conversion rates for 2012.

On the other hand, ‘One size fits all’ campaigns are continuing to decrease and it’s been found that up to 75 per cent of email revenue is being derived from targeted approaches which can lead to a 21 per cent increase in email revenue.

Meanwhile nine out of ten respondents believe that email is either important or very important in their organisation. Although they may have concerns about how this strategy is working for their company’s bottom line, many respondents mentioned that it isn’t even being given recognition by senior colleagues.

Thankfully there are many companies around the world who are benefiting which can be used as convincing examples of why investing in email marketing is important. Due to the internet, organisations are now reaching a higher number of consumers globally and this means providing data capture opportunities which ultimately leads to profits and more success.

As companies are learning to target their core markets, they realise that promoting specific strategies to their audience is required and this can involve spending more to get the desired results.