With marketers increasingly recognizing the power of e-mail marketing, spending on the channel is expected to show double-digit growth for the foreseeable future. However, industry experts differ on how the increased budgets should be spent.
Marketers are expected to spend $500 million on e-mail in 2007, a 25% increase over 2006, according to the DMA. E-mail marketing spending is expected to grow at a compound rate of 20.2% a year until 2011.
So where should marketers sink their e-mail money?
Rachel Bergman, senior vice president of client services for e-mail service provider CheetahMail, said that for many marketers, the answer is simply expand the program.