Don't throw out Email Marketing just because Social Media is becoming important

Many marketers underestimate the importance of email when it comes to getting in touch with prospective buyers.

This is according to research from MarketingSherpa, which revealed that the majority (44 per cent) of those working in the industry cited search as their preferred marketing strategy, while 20 per cent highlighted email as the priority.

When buyers were asked to identify their favoured marketing techniques, 37 per cent opted for search, while 32 per cent chose email.

The results, which may be of interest to those carrying out website promotion, also indicated that marketers place too much emphasis on social media, which was favoured by only 12 per cent of purchasers.

"Buyers still consider email one of the most valuable sources of product and services information during a purchase process," MarketingSherpa stated.

The news source also noted that markets need to understand why people sign up to email alerts from vendors if they are to make the most of the results.

And it added: "Don't assume that social media activity can replace email outreach."

Marketing Sherpa has also produced a number of suggestions for improving email marketing messages, saying that altering the design and layout is a good way of boosting the performance of a campaign.