Survey: Email top channel for increased spend in 2012

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Direct Marketing News

More marketers plan to increase their spending on email marketing in 2012 than any other channel, according to a survey conducted by email service provider StrongMail, which will be officially released on Dec. 7. Of the 939 executives who participated in the survey, 60% said they expect to raise their email marketing budgets.

The survey of 939 executives found email to be the top channel for increased spend next year, with 60% saying they expect to raise their email marketing budgets. Social followed at 54% and was trailed by mobile and search, each at 37%. Kara Trivunovic, global director of strategy at StrongMail, said email likely beat out social because marketers accustomed to email’s measurability continue to struggle with how to monetize social and attribute return on investment.

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