Email is considered to be the most important channel for driving online sales this Christmas, according to a survey of marketing professionals by eCircle.
More than 40% of respondents said email is ‘very important’ for driving sales, followed by SEO and SEM (both 33%).
In comparison, social media is considered to be the fourth most important channel with 20%.
This tallies with data from the Econsultancy / Adestra Email Marketing Census.
It shows that more than two-thirds of companies (70%) rate email marketing as ‘excellent’ (23%) or ‘good’ (47%) in terms of return on investment. While this represents a slight fall from 2011 (72%), this is still a higher ROI than any other digital marketing channel except search engine optimisation (79%).
But without further ado, here is eCircle’s infographic...
Reader comments (5)
11:29AM on 19th December 2012
This is an excellent infographic. We were extolling the virtues of email marketing to a client recently and convinced them to do a newsletter. Their sales shot up by 65% as a result.
9:44PM on 19th December 2012
This is great information, but it is still important to be in front of your audience in several different ways, which is why social media still holds a great importance when it comes to the overall marketing of a company. Also, many emails sent by companies to inform recipients of the latest sale or product also connect directly to their social media pages, not just their website. Therefore, social media could have a greater effect since the two are so closely related and work off of each other.
1:12AM on 20th December 2012
Be interesting with the mobile channel included - strange such a growing channel was overlooked?
Director at Keynet Marketing
8:44AM on 20th December 2012
Where's mobile marketing in this survey? It'll be interesting to see how much focus will be placed on social media marketing over the coming 12 months.
Head of Many Things at Colourbox
10:03AM on 20th December 2012
This is very interesting but remember it's also very subjective - the percentages are based on what people THINK is important.
"43% of industry experts said email was 'very important'". The only thing that surprises me about that is that it wasn't a lot higher!
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