by Jeff Rice, Research Analyst

The extent of changes to email marketing budgets for the coming year


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There's no question about it -- email budgets will continue to rise in 2011. As organizations become (cautiously) optimistic about the improving economy, purse strings are starting to loosen, and email marketing is a primary beneficiary.

In addition to economic forces, email is earning increased investment because it continues to prove itself as one of the most (if not the most) effective tools in the marketing toolbox.

Multichannel (B2B2C) organizations are much more likely to increase their email budget by a significant amount than are single-channel organizations.

B2B organizations, particularly in the industrial sector, are often considered conservative marketing spenders. While a majority of those marketing exclusively to other businesses are increasing email budgets, B2B marketers are also more likely than other marketers to keep their 2011 email budget the same as 2010.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

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MarketingSherpa 2011 Email Marketing Benchmark Report