Nearly half of UK business leaders expect to increase their email marketing budget within the next year, according to research carried out by digital marketing group, Interactive Prospect Targeting (IPT).
According to research carried out by IPT, 36% of the 180 UK business leaders surveyed said, they are expecting to increase spending on email marketing by up to 20% next year, with an additional 9% saying they would increase email marketing spend by up to as much as 40%.
The appeal of email marketing is that it is low-cost, delivered fast and easily, offers accountability and the opportunity to personalise communications for customers.
It also allows marketers the chance to see how many people are actually responding to advertisements. With an email campaign, you can trace how many people have opened the email, what percentage have clicked through to the website and how many placed an order.
According to IPT, industry-average click through rates are currently between 5% to 15%. A recent IPT consumer research survey revealed that 79% of respondents had responded to an email campaign, with a further 42% going onto purchase a product or service as a direct result of an email campaign.
Marketing solutions group, DoubleClick, said in a recent report that email marketing had become more acceptable as a marketing tool as click-through rates of continue to grow (see Email Becomes More Acceptable As A Marketing Tool).
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