Direct Marketing News
January 24, 2012
Q&A: Kristin Hambelton, VP of marketing at Neolane
Kristin Hambelton, VP of marketing at Neolane, a marketing technology company, discusses email spending growth rates and the dangers of over-mailing.
Direct Marketing News (DMN): Email spending is set to increase over the coming years. Why has it become such a vital channel for marketers?
Kristin Hambelton (Neolane): It's increasing but not as much as other channels. If you look at it compared to other channels, projected spend is much slower. Social and mobile spend surpassed email spend in 2011. Email is viewed as inexpensive and organizations are comfortable with it, but you'll see marketers use it in a smarter way in the future.
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