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BizReport : Email Marketing : August 25, 2008
E-consultancy: UK email marketing spend to rise
The credit crunch and marketing budget restrictions can’t crush the popularity of email marketing among British marketers, in fact it positively fuels it. A new report forecasts that spending on email marketing in the UK is set to rise over the next year.
E-consultancy forecasts that spending on email marketing will grow by 24% to $274 million in the next 12 months. Their 2008 Email Marketing Platforms Buyer’s Guide predicts a better understanding of ROI will drive the increase in spending while current economic difficulties are bringing retention strategies to the fore.
“In turbulent times, it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects,” said Linus Gregoriadis head of research at E-consultancy. “Companies are continuing to invest in strategic email services over and above the basic broadcast of email.”
Budget cuts are increasingly prompting marketers to analyze existing email lists and distribution strategies to make each message work hard. Transactional emails, in particular, are coming under scrutiny as are ways in which to re-engage lapsed email contacts.
Tags: email marketing, lapsed email, marketing budget, transactional email
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Comments
Email marketing spend has been on the rise for some time now. Companies are investing more in the data that drives the digital, as you mentioned, ensuring each email message gives the best possible return. I'm very much looking forward to seeing how the next quarter pans out.
Posted by: Anup Zaver on September 1, 2008 16:44