Email marketing messages 'being welcomed'

Many consumers now regard email marketing as a mainstream and popular communication channel, a new study has indicated.

According to research conducted by US company smartFocus, email is the preferred way of communicating for 62 per cent of consumers, with direct mail lagging behind on 23 per cent and social media on 13 per cent.

The study found that 75 per cent of consumers have bought products or services after receiving email marketing messages, highlighting the potential of this channel.

Curt Bloom, president of smartFocus International, said the survey reflects what that firm was seeing in the marketplace – that email is popular.

"It is non-intrusive, can be highly tailored and is a compelling and actionable marketing communication," he added.

Earlier this week, Douglas Quenqua told DMNews.com that the majority of firms are now aware of the benefits of email marketing.

He said the industry remains on "a significant upswing" as firms look for cheaper ways to advertise their products and services.

Written by Mark Hainsby