Email remains top digital channel for business leads

The naysayers will tell you that email marketing has steadily gotten less effective over the years. But we know it to be the opposite.

The bottom line is that email is still the top marketing channel when it comes to new business prospecting. A major study that spanned the past year revealed the following:

  • 59% of marketers say email is over twice as effective at generating leads than channels such as PPC and paid social media.
  • Email is by far the preferred one-to-one approach. The next best “one-to-one” marketing tactics for securing leads were webinars and face-to-face events.
  • 77% of buyers prefer to be contacted over email – more than double any other channel. But buyers want email content that is engaging and shares information and knowledge — rather than just containing straight promotional messaging.

So trigger those email campaigns. And the more the better. Just keep that content quality high and relevant please.