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


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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.