37% of marketers plan to increase overall email marketing spend in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2021, 12:24 PM UTC

A survey of marketers worldwide by Litmus found that since COVID-19, 70% of marketers' email workload has increased.

In 2022, 43% of marketers intend to retain current email marketing spending, while 37% expect to increase the budget for it, according to the report. In addition, in the coming year, 32% of marketers plan to raise the budget for their email personnel.

Marketers (36%) will invest in incorporating email with other channels. Spends on email agencies, consultants, and freelancers will likely remain the same, according to 58.8% of marketers.

Also, COVID-19 caused 62% of marketers to change their email tactics “a little bit”, while 22% of them changed it “significantly”. Marketers claim since the pandemic, remote working, email volume, last-minute email modifications, and educational email content have surged. However, according to 20% of marketers, the overall marketing budget has dropped.

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