Executive summary

• The strategic value of email marketing increased in 2011, with over 90% of respondents rating it as strategically important or very important to their business.

• Email marketing accounted for 10% or less of the marketing budget in almost half of businesses surveyed, but still claimed a slightly greater proportion of budgets than in 2010. 63% expect to increase expenditure on email marketing in the future.

• Email marketing is rated as by far the best marketing tactic for both ROI and for developing enduring and profitable customer relationships.

• This positive outlook pervades every aspect of the study and report. For example, marketers expressed far fewer email marketing concerns than in previous years.