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Research in to the email marketing sector by Econsultancy has found the industry to be worth £336million; a 15% increase compared to last year.
Reasons for this include how cost-effective email marketing is, in addition to the fact that it is much easier to measure the success of email over other advertising types.
Econsultancy found that social media had not detracted from email marketing campaigns; on the contrary, their research suggests that the two forms of media can be used in conjunction with one another to create a more successful media strategy. They have explained that the use of both email marketing and social media can build more significant customer relations as opposed to a one-way relationship intent on a return.
The company also found an increase in email marketing digital spend in 2010 compared to 2009. An increase from 14% to 17% suggests increased trust and reliance on email marketing campaigns. In addition, around 51% of marketing companies spend over £10,000 on email marketing strategies.
The BBC recently reported on research commissioned by Google which said that the internet contributes £100 billion to the British economy, working out as 7.2% of the UK’s gross domestic product (GDP).
