Email lists still win consumers

Email lists can still play a key role in winning new clients despite the rise of social media, new research has revealed.
According to a report from Econsultancy, the use of mailing lists and targeted email marketing campaigns is still an effective way for firms to win new clients.

A study of 1,400 consumers in the US found 36 per cent of respondents had purchased something after receiving a promotional email from a manufacturer or retailer.

The survey also revealed that email marketing was able to boost offline sales, with 27 per cent of those questioned saying that they had been encouraged to buy something from a shop after having received email marketing messages.

Stefan Tornquist, US research director, said: "Email continues to be the desired channel for many types of commercial communication."

Industry commentator Stephanie Miller, writing for ClickZ, told email marketers to be wary of the challenges posed by email junk filters. 
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