A study by marketing software provider Alterian showed that 85 percent of marketers plan on increasing their budgets for email marketing in 2007.
Almost 70 percent of the respondents said that they have targeted email spending to increase specifically. The study confirmed that "E-mail marketing has quickly become the most popular form of online marketing today." This might be true among the huge companies, but the smaller, but significant online marketers have been doing this for years.
In another part of the study is revealed that close to 40 percent had plans to increase the us of personalized landing pages, and another 33 percent planned on i
ncreasing the use of banner ads.
In the U.S. market, there was more of a tendency to move toward an integrated marketing strategy across multiple platforms, with 50 percent saying they'd prefer an increase in both online and offline spending, whereas in the UK, only 22 percent of the respondents wanted both to increase.
This is one thing that online marketers have to keep in mind. Email marketing isn't the sexy, talked about thing on the web, but many marketers that have been around for years are still making small fortunes with this as their key tool for success.
The reason that a lot of people don't understand its importance is because of all the press about deliverability issues, which makes it look like it's not performing well. It also doesn't have the glamour of the video and viral marketing campaigns that are more interesting to read and write about.
Don't underestimate email marketing. Even with all the challenges, it's still a powerful way to gain the trust of those you market to and a chance to offer them your great products and services.
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