40 Percent of Marketers Spend Less Than $100,000 on Email Marketing
Despite the renaissance of sorts email marketing has experienced during the recession, many companies spend less than $100,000 on their email marketing budgets and dedicate only one to two employees to managing the channel.
These findings come from the Compensation & Resources Study conducted last July by EmailStatCenter.com, a centralized repository of email marketing statistics and research. The study was sponsored by BrightWave Marketing, an email marketing and digital targeted messages program provider, and ExactTarget, a provider of on-demand email and one-to-one marketing solutions.
The goal of the study was to document and evaluate how email marketing programs are staffed and managed, as well as how compensation and resources allocated to these programs stack up.
Of the 236 responses collected through Sept. 30, 2009, 48 percent were from the client side while 52 percent were from the services side, including agencies, consultants and email service providers.
Findings from the study include the following:
- 37 percent of client-side respondents have one to two people within their organizations directly working on email marketing, while 34 percent have three to five people;
- more than 40 percent of clients dedicate $100,000 or less of their annual budgets to email marketing, while 15 percent dedicate $100,001 to $249,999 and 14 percent dedicate more than $1 million;
- 25 percent of respondents make $50,000 to $69,999 in annual salary; and
- 66 percent of email marketing services companies provide strategy and consulting services, 53 percent offer general interactive marketing, 43 percent offer social media and 42 percent offer web design services.