I was recently reading Direct Magazine and my good friend and editor Ken Magill published an article about the state of email marketing spend. David Daniels an analyst from Forrester Research talked about their newly published email marketing spend report and how email spending will grow from the astonishing $1.2 billion this year to $2 billion in 2014.
The report also showed that customer retention, which is essentially what you use VerticalResponse or another email service provider for, will be responsible for 75% of the total spend.
What does this mean for you? It means that email marketing is probably working for you and that it will probably continue to work for you in the not-so-distant future. So if you have to tell your boss that email is a tool you need to use, direct them to this article ;-)
David Daniels also reports that the growth is mainly due to the fact that businesses are growing their lists.
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