Email Marketing News
Email marketing 'being used more as economy slows'
Thursday, 9 October 2008Businesses are increasingly turning to email marketing as the economy continues to slow, according to a new report.
MarketingSherpa's 2009 Email Marketing Benchmark Guide has revealed that a growing number of marketers are looking to email list rental as part of their promotional campaigns, with 29 per cent planning to increase spending on this compared with the 23 per cent intending to cut back.
The report speculated that this may be due to marketers wanting a predictable source of potential customers amid the downturn, although it also warned that the higher uptake of email marketing may lead to "greater competition in the inbox".
MarketingSherpa's study also found that larger organisations are more likely to see a greater percentage of their email lists made up of foreign addresses, although it said this may be due to such companies being more likely to track this.
Email marketing is one of the most important e-commerce technologies for online retailers in the US, according to a recent study by SLI Systems.