Marketing Manager, Copy & Video Production, SK&A
Next Generation Marketing: Email
by Mary Waldron
March 30, 2010
For years, experts have confirmed that email is the new frontier of marketing for pretty much all business sectors. It’s cheap, easy and its return on investment cannot be beat. The recently released “Email Marketing Industry Census” by Econsultancy showed that of respondents who quantify ROI from email, 50 percent reported an ROI of 500 percent from email marketing.
Despite this channel’s overwhelming history of success, according to MarketingSherpa, only 19 percent of online marketing budgets are now allocated to email. This means that 80 percent of marketers have neglected the channel.
Other research shows that 40 percent of companies that use email marketing spend less than $100,000 on deployments and dedicate only one to two employees to managing the channel, according to the “Compensation & Resources Study” conducted last July by EmailStatCenter.com.
On a positive note, research from Econsultancy and ExactTarget reports that 54 percent of marketers plan to increase their email budgets this year. This data shows great improvement on the horizon, but I’ll believe it when I see it.
Now, I realize that the email channel is still relatively new, and it can take time to master it, but it’s quite bewildering when current news and studies continue to confirm the power and influence of web technology and social media.
Lack of familiarity with this technology and fear of the unknown in the marketing community seems to be a viable explanation for this. Think about it. Internet technology did not really take hold in businesses and consumers until about a decade ago. Even then, it was hardly as predominant as it is today.