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Nearly half (40%) of email marketers plan on increasing their budgets for the channel in 2010 and 47 percent said their budgets would stay the same, according to a new survey by Silverpop.

In the coming year, more than half (52%) of email marketers said increasing customer loyalty was a top email marketing goal. Overall, 51 percent of respondents want to drive incremental revenue with their email program; 65 percent of those with larger email budgets says that's that their top goal in 2010.

"When consumers' purse strings tighten, savvy marketers remain respectful but attentive, so their brands are top of mind when their customers are once again ready to buy," said Bill Nussey, CEO of Silverpop.

"Today's marketers are mindful of the important role relationship building plays in a successful marketing strategy, and they understand the unique ability of email to engage customers."

While marketers remain positive about the role email will play in meeting their goals in 2010, they are also prepared to face related challenges. Thirty-seven percent of respondents said the biggest challenge in the coming year will be "inbox clutter.

Overall, more than eight out of 10 (84 percent) plan to include social media into their email programs in the coming year, and 38 percent will add SMS. Marketers with budget increases are even more likely to add these to their programs; 89 percent will incorporate social media and 44 percent SMS.

"Linking email to popular social networks can be a very successful strategy," Nussey said. "If the messages are timely and relevant, recipients will share them with their networks, and the opportunity for additional exposure increases exponentially. And as customers become more mobile, their marketing must reach them in more timely ways and through channels such as SMS."
 

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