July 30, 2012

Marketing Research Chart: When is it time to hire out? Filling the gaps in email marketing for 2012

SUMMARY: When it comes to meeting the demands of email marketing in a tough economy, many organizations find value in outsourcing. View this week’s chart to see what 2,735 marketing professionals had to say about the email-related services their teams are using to overcome limitations in expertise and time in 2011.
by W. Jeffrey Rice, Senior Research Analyst

Marketing Research Chart: Popularity of outsourced email-related services

Q. Which types of solution(s) or service(s) does your organization use with your email program?

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Regardless of your organization size or industry, it’s likely that not all of your email marketing budget will be spent internally. Some resources may be allocated to outside vendors with greater proficiency. Where do the excess dollars go? We polled 2,735 marketing professionals in this year’s Email Marketing Benchmark Survey to find out.

According to the survey, email service providers is the most popular service to outsource, followed by email analytic services where companies may not have the internal expertise or time to dedicate to these projects.

Additionally, we discovered that the need for email preview services is growing. This is due in part to the quick adoption of smartphones, where email marketers must design for a smaller screen on a variety of platforms. These services are more in demand than traditional email services to improve testing and list hygiene.

For additional research data and insights about email marketing, join us at the Marketing Sherpa Email Summit 2013 in Las Vegas, February 12-15. You can also download and read the free Executive Summary from MarketingSherpa’s 2012 Email Marketing Benchmark Report – Research and Insights for Engaging Email Subscribers.

Useful links related to this research

2012 Email Marketing Benchmark Report

Content Marketing: Web-based tool to help email marketers

Email Deliverability: 5 tactics for 99% (or greater) delivery across millions of subscribers

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