A recent report by the UK’s Direct Marketing Association has shown that marketing professionals are enthusiastic about the use of email marketing and foresee an increase in budgets for it.
The recent report included published figures for return on investment (ROI). The figures show an average ROI of over £21.00 for every £1 spent last year. The report claims that the ROI performance reported comes as a result of improved techniques in delivering targeted communication with the recipient.
Commenting on the findings, the council’s chairperson said:
“The report characterises 2012 as the year where email has defied market trends and carried the load in terms of delivering revenue. This is equally true for our clients, who closed 2012 up on budgets and targets for email but down in other channels. The result of these successes, as the report reveals, is that marketers will be investing even more effort in email in 2013.”
Of those surveyed, over 80% of respondents recognise email marketing as an important marketing requirement. However, more than 30% were unable to accurately assess the return on investment form this form of marketing.
Over half of companies involved in the report considered a lack of resources as one of the restrictions to effective marketing. Additionally, nearly 40% quoted budgetary restrictions as being a block to marketing.
Regardless of the perceived constraints, there was an increase of over 14% in spending on email marketing last year, and an expected increase this year for over half the companies surveyed.