B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

12.6%

12.6% -- email budget share for marketers (2009)

Name: Email Budget Share Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-22

2009 · Direct Marketing Association (DMA)

Email represents 12.6% of marketers' budgets according to the DMA 2009 Response Rate Report.

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Attribution: Direct Marketing Association (DMA) View source

Lighthouse Research Team

Last verified: 2026-08-22 · How we verify data →

Source verified Evidence graded

Value

12.6%

Unit

Percentage

Data Vintage

2009

Entity

marketers

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

62/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

Direct Marketing Association (DMA) Primary Tier B

http://www.demandgenreport.com/home/archives/feature-articles/183-new-dma-response-rate-study-shows-… ↗

Confidence: 53/100 Vintage: 2009 Channel: Common Crawl

Source Article

New DMA Response Rate Study Shows Email Still Strong For Conversion Rates

Also cited by

DemandGen Report http://www.demandgenreport.com/index.php?start=805

2026-08-22

Original Research

Direct Marketing Association (DMA) · Original study ↗

Methodology

DMA 2009 Response Rate Report

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

marketers: 12.6% email budget share. Source: Direct Marketing Association (DMA) (2009). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dma-email-budget-share

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<blockquote cite="https://lighthousedata.io/data/dma-email-budget-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12.6%</strong> -- email budget share for marketers<br><small>Source: Direct Marketing Association (DMA) (2009) · <a href="https://lighthousedata.io/data/dma-email-budget-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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