Why Profitable Entrepreneurs All the time Spend money on E mail Advertising

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In the world of digital marketing, there are many ways to spend your budget. However, it is not always easy to decide exactly where to focus your time, resources, and money.

How Much Should You Be Spending on PPC, Display Ads, and Social Media Advertising? What tools should be part of your marketing technology stack? Should You Hire an SEO Consultant? Does the website need to be revised? Do we need to produce more video content? Should the company hold virtual events? Why is our brand not on TikTok yet?!?!

Sometimes the decision to invest in email marketing is overshadowed by the many other channels that are available to us. It’s Shiny Object Syndrome at its finest. Marketer, bestselling author, and keynote speaker Andrew Davis calls it the “CMO Pizza”.

If your marketing budget was a pizza, the more you slice things, the smaller the pieces. And there are tons of ways to slice things these days. Marketing teams need to decide which channels deserve a bigger share. For more information, see the 2019 Content Marketing World Presentation by Andrew Davis.

Andrew Davis CMO PizzaAndrew Davis CMO Pie. Courtesy @Russ_Mattinson via Twitter

Are Top Marketers Investing In Email?

Our 2020 report, Inbox Success: Keys to Effective Email Marketing, interviewed hundreds of marketing executives about their plans to invest in email. The survey found that only 6% had no plans to invest in email. Another 10% of marketers planned to invest in email.

More than half of the respondents said they invested little in email marketing, while 30% said their plans to invest in email were “significant”. This means that more than 90% of marketing teams plan to make room for email in their budgets.

Email Marketing Investment Chart

Our report states that devoting a significant portion of the annual budget to email marketing is standard for top-notch programs. This is because email has consistently proven effective and marketing teams can provide data to prove it:

“Investments in email have increased, also because marketers have been able to demonstrate success and show that email works. Email has been around long enough for most executives to understand. Time and again we find that enterprise-class companies invest heavily in automation, sophisticated data integration and segmentation. “

Inbox Success Report

Email differs from other marketing channels in several important ways::

  • Successful marketers use email to build loyalty and create value for customers.
  • Successful marketers use email to build trust, nurture leads, and reduce churn.
  • People who have subscribed to your email actually want to hear from you.

You can’t really say the same thing about traditional advertising, digital ads, cold calling, or even social media and PR.

There are many ways to raise awareness at the top of the funnel. But is that the only thing you need? Email is the channel most likely to drive your prospects into becoming paying customers.

Head of Marketing in Maximizing Email Budget

Marketing budgets can change significantly from year to year for various reasons. Adjustments are sometimes made to meet business goals. In other cases, a new leadership joins in and decides to spend more in some areas while cutting the budget in others. And sometimes we have years like 2020 when everything is thrown for a loop.

To help email teams make the most of the budget they have to work with, we asked a group of industry experts for a few nuggets of wisdom. You can find your answers in our exclusive eBook “Maximizing Your Email Marketing Budget”.

Here are some insights from some of the contributorss:

Prove that email is worth it for decision makers

When you’re dealing with executives who take the impact of email marketing for granted, Origin Email’s Ryan Phelan says you need to search your data to see the results before requesting more information.

Ryan Phelan

“If you want to maximize your budget, you have to start in the middle of last year to get the message across that your channel is the ‘bomb’, doing better on every metric than any other channel down the line … This is even more critical on that Post-COVID era. Email was the channel through which many companies stayed in touch where other channels fell silent. “

He believes email marketers shouldn’t be ashamed to brag a little about how they contribute to the success of their business.

Determine what you really need

According to Karen Talavera of Synchronicity Marketing, if your department can invest in email marketing, consider which options will have the most impact before you start spending. She says it’s not about where to get the best deal, it’s about what offers the most added value.

Karen Talavera

“While the biggest email marketing effort other than staff is often ESP, too many brands waste time haggling over contracts and prices at the expense of budgeting for value-added services NOT provided by ESP. Ultimately, this doesn’t mean maximizing the value of email marketing. It’s not about price buying, but rather a realistic and honest needs analysis. “

These needs could be met through new technology, a new hiring, or a partnership with an agency or consultant. Identify the gaps in your program and you will know where to invest first.

Start small and show results

You may have big ideas about what your email team could do on a bigger budget. Email on Acid CEO John Thies says the first thing you’ll see is the results of a slight increase in your budget.

John Thies email to Acid CEO

“Use this first question to prove your idea or solution. If successful, it could result in even more budget than you originally thought for the idea. This will build a track record for you with your executives and increase the likelihood that you will receive the budget increases you want in the future. “

Taking risks is great. However, if you can take a calculated risk first that validates your big idea, the folks holding the wallet will have more confidence in your ambitious plans.

Learn more about investing in email

The majority of marketers who responded to our Inbox Success Survey (54%) believe that a combination of outsourced and internal resources is the best way to implement a successful strategy.

Of course, every email program is unique. Your strategy and budget will depend on your industry, target audience, team size and skills, and a lot more. You have to make your own decisions on how to invest in email. However, when you hear how your coworkers deal with budgeting for email marketing, you can make informed decisions.

Our eBook on Maximizing Your Email Marketing Budget has insights from four other thought leaders. These include Elle Kross from Movable Ink, Will Devlin from MessageGears, Hank Hoffmeier from iContact and Spencer Kollas from Ansira.

Email marketing team budgetsFill out the form to download the eBook today!

Author: Kasey Steinbrinck

Kasey Steinbrinck is Email at Acids Content Marketing Manager. He has created lead-generating digital marketing plans for a wide variety of companies and knows how valuable content drives a powerful email strategy. Kasey lives in Green Bay, Wisconsin (Go Packers) with his wife and three runaway boys.

Author: Kasey Steinbrinck

Kasey Steinbrinck is Email at Acids Content Marketing Manager. He has created lead-generating digital marketing plans for a wide variety of companies and knows how valuable content drives a powerful email strategy. Kasey lives in Green Bay, Wisconsin (Go Packers) with his wife and three runaway boys.

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