Marketers are positive about the prospect of the email marketing medium next year, a new survey reveals.

According to a study from Silverpop, four in ten marketers plan to increase their email marketing budgets in 2010.

Meanwhile, almost nine in ten (88 per cent) of respondents said the recession is ongoing and three-quarters believe it has hurt their businesses.

The survey, which questioned 300 email marketers, found that over half (52 per cent) will prioritise customer loyalty in the coming year, while 51 per cent of respondents hope to drive incremental revenue with their email programmes.

Bill Nussey, chief executive of Silverpop, said: “Today’s marketers are mindful of the important role relationship building plays in a successful marketing strategy, and they understand the unique ability of email to engage custom.”

According to Epsilon International’s latest Q3 Email Trends and Benchmarks study, open rates in the UK remained stable at 19.7 per cent compared to 19.6 per cent in the third quarter of 2008.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

Related Topics: Email Marketing