As reported by B-to-B Online today, spending on e-mail marketing in the U.S. will grow steadily to $2 billion by 2014, almost an 11% compound annual growth rate, according to a new forecast by Forrester Research.
Fueling the continuing reliance on e-mail as a direct marketing outreach are falling CPMs and high ROI, according to the Forrester report, “U.S. E-mail Marketing Forecast 2009 to 2014.”
Further, the report noted, the use of e-mail in social networks will be one of the biggest challenges for direct marketers, which face the need to bridge the gap between social and traditional inboxes with social sharing tools.
In October 2007, the DMA projected that in 2008, commercial email ROI would hit $45.65 for every dollar spent. In that same report, the DMA noted that “Email produces the highest response rate of all direct marketing methods we have studied."
Quite obviously, the DMA was right and we have continued to see email’s use expand in all facets of business – from Product Promotion to Customer Service. And through its integration with other customer-facing media like social networks and websites, we will continue to see more and more evidence of why email is no longer considered and option in the marketing mix – but an absolute necessity.
At a time when the average sales cycle has become 22% longer as buyers are taking longer to consider their decisions, email has become a key differentiating factor between companies that put themselves in a position to win by using email to provide information that aids the buyer’s decision-making process versus those who stand cold and clueless on the sidelines.
Fueling the continuing reliance on e-mail as a direct marketing outreach are falling CPMs and high ROI, according to the Forrester report, “U.S. E-mail Marketing Forecast 2009 to 2014.”
Further, the report noted, the use of e-mail in social networks will be one of the biggest challenges for direct marketers, which face the need to bridge the gap between social and traditional inboxes with social sharing tools.
In October 2007, the DMA projected that in 2008, commercial email ROI would hit $45.65 for every dollar spent. In that same report, the DMA noted that “Email produces the highest response rate of all direct marketing methods we have studied."
Quite obviously, the DMA was right and we have continued to see email’s use expand in all facets of business – from Product Promotion to Customer Service. And through its integration with other customer-facing media like social networks and websites, we will continue to see more and more evidence of why email is no longer considered and option in the marketing mix – but an absolute necessity.
At a time when the average sales cycle has become 22% longer as buyers are taking longer to consider their decisions, email has become a key differentiating factor between companies that put themselves in a position to win by using email to provide information that aids the buyer’s decision-making process versus those who stand cold and clueless on the sidelines.
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