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Direct Marketing News – Message Systems survey finds email the most popular channel

Direct Marketing News – Message Systems survey finds email the most popular channel


Message Systems survey finds email the most popular channel

By: Direct Marketing News

Email reigns as the most popular marketing channel, followed by social and SMS, according to the results from Message Systems’ Marketing Channel and Engagement Benchmark Survey, announced Aug. 21 at the company’s Interact 2012 conference. The messaging technology solutions provider revealed that 97% of survey respondents leveraged email as the top channel for marketing campaigns, with social media second at 70%, according to the survey release.

“Email is not going the way of the dinosaur any time soon,” says Carrie Scott, director of product and direct marketing at Message Systems. “Historically, it’s been the only way they’ve [businesses] communicated with customers.”

Though marketers have claimed that email engagement is declining, according to Message Systems’ results, 63% of respondents said that email provides the strongest ROI, crushing the 10% that listed social. Additional benefits include low cost, accessibility, and capability to deliver a more detailed message than on social media or through SMS, Scott says.

“Email has still proven to be a great way to start the dialogue,” Scott says.

Social media was the second most popular channel, with 64% of survey respondents stating that they added social media channels this past year. Respondents added these channels to enhance customer engagement, according to Message Systems’ release. Among social media platforms, Scott says that Facebook and Twitter are the most popular and are “a force to be reckoned with” due to the prominent display of consumer dissatisfaction and negative feedback about brands.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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