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...

David Moth

Published 19 December, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)



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.

over 5 years ago


Love Social Media

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.

over 5 years ago



Be interesting with the mobile channel included - strange such a growing channel was overlooked?

over 5 years ago

David Godden

David Godden, Director at KeyEngage

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.

over 5 years ago


Daryl Edgecombe, Head of Many Things at Colourbox

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!

over 5 years ago

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