Report: Lead quantity is biggest perk of email marketing
Published January 14, 2011
While email marketing has a number of benefits, the majority of companies believe it provides them with the greatest quantity of leads, a new report from Aberdeen Research indicates.
Ultimately, it's the relative cost-per-lead that many find to be the biggest benefit of incorporating email into their digital marketing initiatives. Email can generate a tremendous amount of response, but it isn't expensive to invest in, ensuring high returns on investment for marketers.
Nearly half of respondents (45 percent) cited increased quantity of leads as the biggest perk of email marketing, while 38 percent said it provided a large growth in revenue and 37 percent indicated it lowered marketing costs.
"The emphasis and reliance on email marketing extends beyond the marketing channel's ability to simply reach customers and prospects," notes the report. "It is because of email marketing's perceived track record to deliver leads that marketers continue to support its deployment so readily."
According to a Nielsen report, 8.3 percent of all online time is devoted to checking email, highlighting how effective the platform is for reaching American consumers.