Marketers cite email as most effective marketing medium

The vast majority of US marketers say that email is the most effective marketing medium.

That is according to recent research conducted by digital and media solutions provider Datran Media, which involved a total of over 2,000 marketers from 90 different companies.

The survey found that 80 per cent of marketers cited email as the strongest performing media buy, ahead of search and display.

A further 82 per cent of participants said that they intended to step up their use of email marketing in 2008, while 67 per cent stated that email had helped improve their revenue through other channels.

Marketers made a wide range of predictions about their future use of email marketing.

Howard Koval of Hit Start commented: "In 2008, email will become a more significant contributor and a more important media element in the sophisticated advertiser´s marketing arsenal."

The survey also found that 80 per cent of marketers send targeted email campaigns.



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