83% of Marketers Consider Email Marketing the Most Important Ad Medium
Over
83% of the 1,500 marketing professionals surveyed by Datran Media consider
email marketing as the most important advertising medium in 2007, compared
to 61.7% for search marketing and 36.3% for display ads. Only 10.6%
preferred mobile marketing.
Other Highlights:
- 72% of the marketers surveyed by Datran Media indicated that they plan to employ email marketing more in 2007.
- 70.5% reported plans to increase spending on email acquisition and 63% on retention campaigns
- 83% of respondents indicated they were confident that email ROI will increase during the new year.
- 55.3% outsourced email marketing.
Related insights on email marketing:
Shop.org's 2006 State of Online Retailing
report underscored the growing importance of the email marketing channel.
In 2005, Forrester Research claimed that 94% of consumers now expect
emails to confirm orders and 90% expect shipping confirmations.
Despite additional campaign costs, relevant campaigns increase net profits
by an average of 18 times more than do broadcast mailings, according to
Jupiter Research report "ROI of Relevance".
Email is second only to search in
companies' online marketing budgets today, with 80% of marketers using,
piloting, or planning email marketing programs and 88% expecting email
effectiveness to increase in the next three years, according to The
Forrester Wave (TM) Email Marketing Service Providers.
Datran survey results are available here: Datran
Media Success.
