Most Businesses Plan to Increase Email Budgets This Year
Eighty-one percent of businesses plan to increase budgets targeting email this year, up 8 percent from December 2008.
This finding was gleaned from a marketing trends survey by StrongMail Systems, a marketing and transactional email services provider.
Increasing both email relevancy and personalization remain top priorities for the latter half of 2009 for 77 percent of the businesses polled, according to the survey. The top three email marketing initiatives identified for the latter half of the year include:
- increasing the performance of campaigns (66 percent);
- improving segmentation and targeting (52 percent); and
- growing opt-in lists (45 percent).
As for other marketing channels, social media has emerged as a significant focus for increased investment, as reported by 58 percent of the businesses responding to the survey.
Advertising and trade shows, however, again were singled out as top targets for budget cuts. Seventy-eight percent of businesses decreasing budgets are targeting advertising, and 58 percent have trade shows in their crosshairs. This represents a significant increase from the December survey results of 29 percent and 19 percent, respectively.
Even in the midst of the current recession, however, 42 percent of the 979 global business leaders from a variety of industries polled said they plan to increase marketing budgets in 2009. In addition, 43 percent plan to maintain current levels.
The survey was conducted online by Zoomerang on behalf of StrongMail Systems from May 21 through June 1.
Fifteen percent of the businesses expect to see a decrease in customer sales in the second half of the year. That's an improvement over the 37 percent who responded similarly in StrongMail's December 2008 survey. Businesses project that 34 percent of consumers will spend more in the second half of 2009 versus 19 percent in the December survey, while an additional 31 percent project that consumers will spend the same.