As budgets shrink during a recession, marketing and advertising departments will look to the best value channels. With email still delivering the best return on investment (ROI), it is likely that email marketing will be at the top of the marketing toolbox.
Direct email marketing and the use of email for information delivery has become increasingly popular, not only judging by industry authority statistics, but my own inbox! Autoresponder and list management software has evolved from a simple one-response application to a vital follow up and marketing tool.
While many people have questioned the effectiveness of email marketing due to the rapid increase in unsolicited mail in recent years, it still proves to be a very effective means of promotion on a budget.
New research has revealed that many e-commerce retailers in the US are set to increase investment in email marketing.
Of these, 80 per cent will spend more on search advertising, while 65 per cent will channel more funds towards email marketing.
Almost nine in ten respondents said that list-based email marketing was a top priority for them this year as it helps to retain customers, with 71 per cent indicating that they will use segmented email marketing and 55 per cent stating they will turn to email to highlight new products.
A similar proportion of retailers said that they will use email marketing to send survey invitations to customers, while 53 per cent intend to advertise online-only promotions.
MadViral produces advanced marketing solutions for Email businesses.
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