Gartner Research

How Email Marketing Stacks Up in Marketing Leaders' Spending Priorities

Published: 13 February 2017

ID: G00324578

Analyst(s): Anna Maria Virzi , Noah Elkin

Summary

Email is a mature, widely used marketing channel. Yet, over 40% of marketing leaders plan to increase their email marketing spending in 2017. Likewise, over 40% expect to spend more on external agencies to manage their email programs, suggesting that email still has room to grow.

Table Of Contents

Survey Objective

Data Insights

  • Email Marketing Is the Most Mature Martech Category
  • Spending on Email Marketing Continues to Increase Even as the Category Matures
    • Email Trails Other Areas as a Spending Priority
  • Marketers' Plans to Boost Spending on Email Marketing Programs Vary by Company Type
    • Reliance on External Marketing Services and Agencies Is on the Rise for a Plurality of Marketers
  • What to Do Next
  • Methodology
  • Definitions

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