Email marketing 'a popular lead generation method'

Research has revealed that email marketing is one of the most popular methods of lead generation in the UK.

A study by Clash-Media and Econsultancy found that 74 per cent of companies use email as a form of web-based lead generation, with only natural search proving more widely used.

It was also found that 65 per cent of firms have increased their use of online lead generation in the past 12 months, with budgets spent on the issue also rising by eight per cent over the period.

Linus Gregoriadis, research director at Econsultancy, said: "Many companies find digital channels to be much more cost-effective for lead generation than traditional media.

"During the recession, there has been more focus on natural search and email marketing because these channels are often regarded as more cost-effective."

Research by StrongMail Systems recently found that eight out of ten global business leaders plan to increase their email marketing expenditure over the rest of this year.

Written by Mark Hainsby