Aptus Consultants

According to Forrester Research, email marketing spend will grow from $1.2 billion in 2009 to $2 billion in 2014.

The Direct Marketing Association (DMA) reports that the ROI from email marketing is greater than $43 for every dollar spent.

Innovative communication mechanisms are being developed all the time and companies are falling over themselves to work out how to integrate tools such as Twitter in to their communications mix. But in their rush to play with the latest shiny new toys, do they risk overlooking the ideal tool for keeping in touch with their clients?

Good news: seven out of ten marketers are expecting more budget to flow into email marketing over the next 12 months. This will be at the expense of other channels, particularly direct mail. But while email’s place in the marketer’s armoury seems assured, there’s still some way to go before it’s understood and managed properly, according to the latest national client email marketing survey from the DMA.