About half of U.K. marketing professionals intend to increase their e-mail-marketing budget in the next year, said a new survey from digital marketing specialist IPT.
According to news reports, the poll revealed that 92% of industry professionals are incorporating e-mail into their marketing package and 51% intend to increase their expenditures next year.
The survey suggests that e-mail is an effective customer retention tool, with more than 75% of e-mail marketing used primarily for that purpose.
“Provided e-mail addresses have been collected fairly, the cost and resource benefits of frequent e-mail as opposed to direct mail are undeniable,” said IPT COO Martin Kiersnowski in a statement.
However, 68% of consumers surveyed did not rate e-mail as an effective marketing tool.
The research, conducted digital marketing specialist IPT, surveyed nearly 9,000 marketers and consumers between August and September.
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