A number of individuals involved in the marketing industry have forecast a rise in spending on email marketing, it has emerged.

Results from a survey by the Direct Marketing Association (DMA) show that over 80 per cent of marketers predict their expenditure on email marketing will increase, brand Republic reports.

The DMA found that companies on average only have email addresses for half of their database.

Furthermore, the survey found that 39 per cent of respondents believe direct mail and telemarketing are the most successful campaign tools to work together with email marketing.

Richard Gibson, chair of the benchmarking hub of the email marketing council at the association, said: ""We mustn’t underestimate the challenges for many organisations in integrating offline data capture of email addresses."

He added that there remains a need for what he called a multi-channel view of the whole customer experience.

A recent survey in Australia from Datran Media reported by Media Post found that 80 per cent of advertisers believe email provides a strong result for their client, smart company reports.

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