Email 'pivotal' to UK multi-channel marketing success

UK marketers are using segmented, multi-channel marketing campaigns to greater effect than competitors in other countries, it has been claimed.

A new ExactTarget study indicates that this is allowing UK brands to better connect with customers and generate increased revenue.

Firms are increasingly using email marketing techniques to drive traffic to their business websites, it is claimed, with more than half of all respondents saying this touches each area of their marketing campaigns.

In addition, channels such as text and social chat are also being exploited.

Peter McCormick, general manager and co-founder of the firm, claimed that UK marketers are "harnessing the power of multi-channel messaging" more frequently than those in any other country.

Earlier this week, Britefire reported that email marketing is a "very productive" method of driving traffic to business websites.

The medium can be used to reinforce customer loyalty, generate sales, expand a firm's market and grow brand awareness, it claimed.

Written by Mark Hainsby