4 Email Data Points Support Increasing Budgets in 2016
Editor's Note: This post originally ran on the MarketingExperiments blog as "Email Marketing: 4 data points to help you build the case for a bigger budget in 2016." Hear author Dan Burstein and fellow MECLABS email expert Ben Filip speak on the All About Email Virtual Conference on Thursday, Nov. 12.
As we get towards the end of the year, it’s time for B-to-C marketers to make last-minute tweaks to drive holiday sales and B-to-B marketers to get those last few, really high-quality leads that will hopefully close in fiscal year 2015.
But don’t overlook another important date that is coming up on the calendar as well — January 1, 2016. The day that 2016 budgets kick in for many marketers.
To help you win the email marketing budget you need to be successful in 2016, here are a few key data points that you can drop into your proposal or presentation.
Data Point 1: Customers Want Email
According to a 2015 study of 2,057 American consumers by MarketingSherpa (MarketingExperiments’ sister publishing brand), customers want email. When asked "In which of the following ways, if any, would you prefer companies to communicate with you?," 72 percent of consumers chose email, by far the most popular response. Postal mail was a distant second with 48 percent of respondents.
Not only do customers want email, but this was true for all age groups we surveyed. Email was the most frequent response in every age group (for Americans 65 and older, postal mail tied email for the top spot).
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.