Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Aug 12, 2008

New Chart: Email Gets Little Respect at Budget Time Despite Its Low Cost and Efficiency

SUMMARY: Email still gets little respect at budget time. Its so efficient and inexpensive that it often gets taken for granted. Most organizations spend just enough to "stay on top of the medium" despite an increase in spending showing a boost in results.
Attitudes Toward Email at Budget Time
View Chart Online
Click here to see larger, printable version of this chart

Email is on our minds for the second week in a row MarketingSherpas 7th annual Email Benchmark Survey launches tomorrow. The chart above underscores one of the enduring ironies of online marketing: Email is such an inexpensive and efficient medium that its often taken for granted.

Almost one-third of responding organizations view email as a strategic tool; they invest enough to stay on top of the medium. That leaves the rest in some version of maintenance mode, spending little more than enough to keep pace with inflation.

Note, though, that after initial technology and personnel investments, some organizations can enjoy top-notch programs without increasing their spending. But its unlikely that many respondents fall into this category.

The key takeaway:
Unlike other media, increasing spending on email can boost reach and efficiency. Come budget time, its worth arguing for the technology or service provider to take advantage.

In a few weeks, well have the results of this years email survey. Well find out if the downturn in the economy has affected views toward email. We know that more is being asked of email this year, but is more being invested? Well see.

Useful links related to this article

Not a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!

More Research Data from Sherpa:

MarketingSherpa Email Marketing Benchmark Guide 2008:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.