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US marketers increase email marketing budgets as they seek ways to increase engagement

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.

Beyond the chart:

  • Email marketing is favored by marketers because of its high return on investment—$36 dollars for every dollar spent, according to Litmus.
  • However, nearly half (48%) of US internet users always or often ignore/delete emails from brands without reading them, per a February Airship study.
  • To combat that, brands are leaning on AI and automation tools to deliver more personalized, targeted messaging to their audiences.
  • Google’s new email sender guidelines could throw a wrench in marketers’ email plans by making it easier to unsubscribe from bulk senders.

Use this chart:

  • Identify the areas where marketers are increasing their direct marketing budgets.
  • Plan your marketing media mix.

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