New Research from MarketingSherpa: Email a Good Marketing Investment During Downturn

Warren, RI, October 27, 2008 --( During this economic downturn, new research indicates that the last place marketers should cut budgets is in email. In fact, according to MarketingSherpa’s Chart of the Week, marketers should consider increasing their email budgets. MarketingSherpa’s analysis shows that modest investments in testing, best practices, measure, and most importantly, providing relevant content will generate powerful ROI – especially in a time when selling to existing customers will be a key to survival. To view Sherpa’s full article visit

MarketingSherpa’s Chart of the Week, “Marketers Say Email a Good Investment During Downturn,” reflects an email dichotomy. It addresses the attitude toward email that marketers ascribe to their own organizations, and looks at it through the lens of how marketers view the ongoing effectiveness of email. There’s an important difference.

According to MarketingSherpa’s analysis, marketers who see the effectiveness of their email programs diminishing are more likely to have a short-sighted organizational attitude towards an increase in email during a down market. Almost 50% of the survey participants consider email to be “free” or close to it, compared with only 26% who actually see email’s impact as increasing.

On the other hand, organizations with investment-oriented views of email reap the benefits. They have higher open, click, and conversion rates. They are also much more likely to have a metric-based grasp of how email works for them. However, marketers who view email as “free” are more likely to forgo tracking conversion.

Every week MarketingSherpa publishes a new Chart of the Week that marketers can add to a presentation, post to their blog, or simply rely on for reference. MarketingSherpa’s Chart of the Week brings marketers useful and interesting information in only two minutes by presenting a bite-size piece of MarketingSherpa research and the lessons learned from it. Marketers can sign up at

About MarketingSherpa LLC
MarketingSherpa LLC ( is a research firm publishing practical Case Studies and benchmark guides for their 237,000 weekly readers in the marketing profession. Topics covered include practical how-to and exclusive data and proven tactics in business-to-business, ecommerce, email and search marketing; telemarketing; media relations; landing page design; marketing measurement and online subscription marketing. The firm also operates six annual summits attended by thousands of marketers. MarketingSherpa LLC, along with MarketingExperiments and InTouch, is part of the MECLABS Group.

Tabbatha Marcus