The Forrester Wave: Email Marketing Service Providers, Q4 2009
The soft economy of the past year coupled with the maturation of the email marketer is exerting positive pressure on the email marketing industry. While there is still a vast need for improvement, the sophistication of email marketers is increasing. Forrester's March 2009 US Interactive Marketing Forecast Online Survey found that 92% of respondents are currently using email marketing and spending is expected to balloon to $2 billion dollars by 2014.2 Additionally, the weak economy is driving a renewed focus on email due to its low cost and increased efficiency of the channel. When Forrester surveyed 218 clients of the vendors in this wave on how the current economic situation is altering their email programs, very few marketers cited budget cuts.