Digital marketers consider email the most effective digital tactic for building awareness (41% of respondents), boosting acquisition (37%), and increasing conversion (42%), the survey of 300 US-based digital marketers found.
In particular, digital marketers say email shines for customer retention, with 56% of respondents citing it as the most effective tactic.
Respondents with tight budgets especially appreciate email's value early in the sales process: Significantly more respondents with smaller budgets rank email as the most popular tactic for achieving brand awareness than do companies with big budgets.
Below, additional key findings from the report.
- Though email is viewed as the most effective digital tactic across much of the sales funnel, it remains part of a multipronged approach. Most marketers surveyed get fewer than 25% of their new customers via email campaigns.
- The four most digital tactics used most by respondents are email marketing (86% use regularly), social media marketing (72%), search engine optimization (70%), and content marketing (64%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji