thirds of marketers have reported budget cuts mid-year //

According to a new study by email management software provider Exclaimer, two-thirds (67%) of marketers will have reduced budgets for the second half. Many marketers are also out of touch with what customers want to see from them – they’re focusing more on social media than email.

Budgets. The majority of marketing budgets prioritize email – a good place to start. Seventy eight percent of the marketers surveyed said email was given priority in their marketing budget. This was followed by social media (66%), SEO/content (56%), and content marketing (56%)

Unfortunately, 68% said that their organization has experienced a budget reduction of 5% to 10% or more in the second half 2023.

Dig deeper: From campaigns and conversations: the future of email marketing

Crossed Channels. According to a study conducted by Censuswide, over 100 senior and middle-level marketers, as well as 1,000 U.S. consumers, were interviewed.

Email is preferred by most consumers (52%). With 15%, texts were ranked second.

Why do we care? Due to shrinking budgets and the need to increase ROI, marketers are exploring channels that they may not be fully proficient in. It’s no surprise that social media and influencers are the top priorities for marketers, but email is still their budget priority.

Kath Pay, an email expert and MarTech contributor, recently commented on the staying power for email as a channel of marketing . Email has been a popular channel in her experience for consumers over a certain age. When they reach this age, younger consumers will adopt email.

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