Email will be the most durable channel in the event of a recession. That’s the view of professionals worldwide, according to Email in an evolving economy, a study released Thursday by Mailjet
by Sinch.
If forced to make cuts in their marketing budgets, 41.60% of marketers would start with traditional advertising, 26.10% with digital advertising and 22.80% with event
marketing. But only 13.10% will cut email.
That said, budgets are likely to hold steady over the next 12 months, as 39.90% will keep them at their current levels. But only 22.60%
are increasing their marketing spend, and 12.40% are likely to make cuts, as 12.20% already have. Another 12.90% don’t know.
The U.S. is roughly in sync with the global average:
22.10% are increasing their budgets, 41.90% will maintain them and 11.80% will make reductions.
But companies everywhere are worried, listing these top three threats to their firms over
the next 12 months:
- Inflation — 55.90%
- Reduced consumer spending — 40.60%
- Energy and transportation costs —
29.30%
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Fears about consumer spending are highest in Spain: 65.60% cite it. The U.S. is just slightly above average, at 41.10%.
And if the worst happens and a
recession comes? The respondents believe email marketing will provide the best ROI, although not by much:
- Email marketing — 41.80%
- Digital advertising
— 41%
- Social media — 37.40%
Marketers have a different view. They see the best ROI as coming from:
- Email marketing
— 59.90%
- Digital advertising — 45.60%
- Social media — 38.70%
Operations people who deal with the nuts and bolts
are less sanguine than marketers about email: 46.10% see it as providing the strongest ROI.
How are companies doing? They describe their digital communication strategy as:
- Very successful — 14.80%
- Somewhat successful — 34%
- Average — 38.20%
- Somewhat unsuccessful —
10.10%
- Very unsuccessful — 2.90%
Of the very successful firms, 30.30% are increasing their marketing budgets.
Mailjet by Sinch surveyed
1,300 marketers, IT professionals, app developers, support specialists and others involved in sending email.