A lack of internal resources is preventing a number of firms from expanding their email marketing operations, according to a new survey.
Figures revealed in the Direct Marketing Association (DMA) National Client Email Report have indicated that internal resource is currently the biggest barrier to success for companies using email marketing.
According to dma.org.uk, 38 per cent of those questioned in the survey cited poor internal resources as their biggest barrier to success. 26 per cent said their budget was the biggest issue.
Commenting on the results, DMA email marketing council chair Dela Quist pointed out that firms could bypass the hurdle of poor internal resources by outsourcing their email marketing campaign to a specialist email marketing company.
She told thedrum.co.uk: "Organisations are increasingly finding that while they would like to expand their email operations, they often don't have the resources to make it happen. For instance, email increases considerably over the Christmas period, but how do organisations resource for that?"
"The 2011 results show that increasingly, organisations are beginning to plug the resource gap by outsourcing to specialist email marketing agencies."
The survey indicated that over a quarter of respondents were now outsourcing their email marketing campaigns to expert companies.