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”.