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The impact of the recession on email marketing

A chart in the “Forrester Wave: Email Marketing Service Providers” report (see below) I talked about end December shows that the main impact of the recession on email marketing is actually not a bad one.

Due to the crisis 48% of email marketers focused on making their email communications more relevant.

35% of email marketers say they have to “pick up the slack” for other, more expensive forms of marketing.

34% say they email more due to the recession. The bad news: 20% lost staff.

Perhaps the increasing focus on relevance partially explains the increase in open rates and click rates I talked about earlier today.

As I said, the chart is in “The Forrester Wave: Email Marketing Service Providers, Q4 2009” report but the data come from the “Q2 2009 Global Email Marketing Service Provider Forrester Wave Customer Online Survey”.

Forrester Research: The Impact of A Down Economy on Email Marketing Programs

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Categories Email marketing, Research Tags click rates, email marketers, email marketing, Forrester Wave: Email Marketing Service Providers, open rates, Q2 2009 Global Email Marketing Service Provider Forrester Wave Customer Online Survey, The Impact of A Down Economy on Email Marketing Programs
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