A new survey taken by Internet Retailer magazine recently had some not-so-surprising results, showing that, as far as e-commerce technology investments go, email marketing was right at the top for most marketers. In fact, nearly 40% of respondents said it was their most important investment.
According to the survey, which was conducted in early June among retail chains, consumer brand manufacturers, web-only retailers and other merchants, email marketing is one of their top e-commerce technology priorities, along with mobile commerce and content management.
In fact, email marketing was cited as being more important than social media, payment security, web analytics and supply-chain management. Respondents said that they were particularly focused on expanding email to mobile shoppers in the next year, although since the responses they left were anonymous it’s impossible to determine exactly what sector is most interested in email (The survey, along with the entirety of its results, will be appearing in Internet Retailer magazine in July.)
Another survey performed by email marketing firm ExactTarget earlier in the year confirms the findings from Internet Retailer magazine. They found that nearly 60% of marketers are planning to increase the amount of spending they do on email marketing this year, as well as the fact that nearly 70% believe email marketing to be the core of their business.
Nearly 90% of the respondents in that survey also said that they believe email produces a positive return on their investment, proving that email marketing is still as viable as ever.