Email deemed most effective digital channel
By Rich Cherecwich
Email was the most effective digital marketing channel for publishers, agencies, and Fortune 500 corporations last year, according to a survey from the Direct Marketing Association E-mail Experience Council.
Email got the most mentions on a survey that asked marketers to name the channel that “performed the strongest” in 2009 (39 percent), followed by search (24 percent), Adweek reports. Interestingly enough, offline digital marketing came in third, with 9 percent of marketers saying it was the most effective channel.
When it comes to measuring a channel’s effectiveness, clicks are still the most popular metric, with 72 percent of marketers using that data in their analyses. Conversions (59 percent) and impressions (58 percent) were the next two most popular stats.
Another question on the survey asked the respondents about their objectives for online marketing. “Reaching a target audience” was the most common objective, followed closely by “generating high-quality leads.”