Email marketing leads the way in Europe

Email marketing continues to be the most popular tool for online communication, according to new research.
Figures released by Epsilon show that on the continent 74 per cent of respondents prefer email as their preferred means of contact.

The next most popular form of communication was instant messaging, which is preferred by just 15 per cent.

Social networking and other forms of digital communication lagged behind with just six per cent of respondents using them as a first choice.

Writing for webpronews.com, Andrew Frawley, president of email and digital solutions at Epsilon, said: "In order to reach consumers at the right time with the most appropriate message, it is critical that multi-channel marketers understand consumer behavior and properly adjust their message, timing, and overall strategy to ensure success."

He added that organisations must integrate email best practices into other forms of communications to ensure that they achieve the best results.

According to Econsultancy´s Graham Charlton, making unsubscribe links in email marketing material is a best practice issue that businesses should not forget.
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