Email marketing spend to 'be increased'

As online advertising spend continues to grow, two out of every five businesses are planning to increase their email marketing budget.

New research conducted by Round2 Communications claims that email marketing expenditure at 40 per cent of firms will rise in the near future, while 50 per cent expect to keep spending on the channel at the same level it is currently held at.

The report, which was highlighted by WebProNews.com, said that 15.4 per cent of firms are also planning on boosting their direct marketing expenditure.

Meanwhile, Sean Hurley, a marketing industry analyst, said firms planning on increasing the number of HTML email newsletters that they circulate to subscribers should bear in mind that their success hinges on the quality of the content they deliver.

He noted that a business should focus on hitting its target audience with relevant email marketing messages to ensure they are not unnecessarily losing subscribers.

Written by Debra Hastings-Henry