‘Budgeting For Email Marketing: How To Invest In The “Killer App”’ – ‘Marketing Land’ Article

The latest article on  ‘Marketing Land’ is titled “Budgeting For Email Marketing: How To Invest In The “Killer App””.

Cara Olson says, “Last week at the ExactTarget Connections Conference, I had that the opportunity to meet Forrester analyst Shar vanBoskirk. Like most in our industry, I was interested in her point of view on a question I often ponder, so I approached after her presentation and asked for it:

“If email consistently has the highest conversion rate of all channels (search, social, etc.) why does it consistently receive the least amount of budget?”

We see this with our clients, and it’s something that Forrester Research reported on in their US Interactive Marketing Forecast, 2011 to 2016 that was recently featured in the State of Retailing Online 2013: Marketing & Merchandising“.

Budgeting For Email Marketing: How To Invest In The “Killer App”

Marketing Land