Businesses must ensure that they do not neglect email marketing in favor of other forms of customer correspondence.
With Facebook and Twitter ever-increasing in popularity, it can be easy for brands to forget about older forms of communication which can sometimes be viewed as antiquated.
However, according to a recent survey by ExactTarget, 93 per cent of consumers are subscribers and will willingly receive messages from various companies, Brafton.com reported.
Gaining email subscribers may be one of the best ways brands can reach consumers, with the study noting that the majority (58 per cent) say their inboxes are the first places they go online each day.
The results of the study follow comments by Oscar Padilla, director of interactive services at Vertis Communications, that email marketing remains one of the most effective customer communication channels available to organizations.
Speaking to DM News, the expert said that it would be a mistake for organizations to abandon the medium in favor of new channels such as social media.
Posted by Rachel Wheeler