How is email marketing perceived at the time of budget? And does maturity phase have anything to do with the perception a company has about email marketing?

These are the questions many online marketers are struggling with, as this knowledge will help them grow their business. To answer this question, MarketingSherpa has conducted a study titled MarketingSherpa Email Marketing Benchmark Survey by taking a sample size of more than 1,100 marketers.

The study result showed that only 38% have said that the company seemed in favor of increasing the email marketing budget in the strategic phase, as they see value in it. But this enthusiasm was not seen in transition and trail phase.

The percentage of marketers who showed reluctance to increase the budget (yet did so) in maturity phase was 38%, in trial phase this percentage shoots up to 41, and in transition phase this percentage was highest (43%).

Total percentage of marketers who refused to invest in email marketing in maturity phase was 24%, and 38% refused to give any money in transition phase, whereas, 40% reflected negative vibes in trial phase (see image).

As per the study, the decision makers seemed to be divided in their views on email marketing expenditure, but the data suggested that more and more people are willing to embrace it. It’s a piece of good news for the industry.

In 2009, only 69% of B2B marketers said that generating high quality lead was the toughest challenge for them, but in 2010 78% marketers said so. Similarly, generating high volume of leads was big challenge for 35% of marketers in 2009, and it threatens 44% marketers in 2010.

In the study it was found that 2010 has been more challenging year for B2B marketers on every front, with an exception. In 2009, 37% marketers said that generating perceived value in “cutting edge” product benefits is a challenge. It remained unchanged in 2010 as well. Rest posed more threat. See image for example.

2,300 marketers, who were interviewed by MarketingSherpa for its Social Media Marketing Benchmark Report, testified this.

7% of the marketers said that social media is producing measurable results, so they will increase the budget. 49% of the total respondents said that their organizations were more than keen to increase their social media budget, for they saw it as a promising tactics.

27% marketers said that the results of social media cannot be seen now, so they do not want to stretch the budget too far for that, and will keep the budget as it is, whereas, 17% sees no value in the investment. They feel social media is free, so there is no need to spend anything. See chart below for a visual representation of the survey result.

The study concluded that the marketers at large organization who have access to huge chunk of quantifiable data said the effectiveness is growing, whereas, their counterparts in smaller organization with less access to quantifiable research data said that e-mail marketing is no more effective.

Not only that the marketing agencies are not very positive about the effectiveness of email marketing campaign. Marketers themselves, but, shared different opinion about the effectiveness of an email campaign. See image for the study report.