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But marketers face growing pressure to integrate email with other marketing efforts, including social media, search engine optimization (SEO) and direct mail. The explosion in UK mobile use is the other major influence on planning, since email can now reach UK consumers virtually anywhere and at any time. The downside is that firms must rethink email strategies and formats to make the most of smaller screens and behavior patterns of consumers on the go.
Marketers very much value email as a contributor to overall ROI, leads, acquisition, customer knowledge and engagement, yet email still suffers from underinvestment to some degree.
Approximately half (51%) of UK brand marketers polled by the Direct Marketing Association (DMA) UK said email marketing accounted for no more than 10% of their 2012 marketing budget. Yet one in every five respondents said they devoted at least 40% of their 2012 budget to email.
Strange how little of the budget in the UK is dedicated to the most used tactic. Increase the budget to incorporate: marketing automation, testing and optimization, and responsive design (especially mobile).