Email promotions could help businesses increase their marketing conversion rates, a new report suggests.
A survey of marketers by Forbes reveals that email tactics are among the top three most effective tools for attracting and engaging prospects.
The poll, which questioned marketers on their experiences with a range of digital platforms, also found that the vast majority (80 per cent) of respondents are using conversions or sales information to measure the success of their campaigns.
Meanwhile, more than half (51 per cent) of respondents stated that they use click-through figures to measure marketing success.
Around 39 per cent use search rank, 31 per cent use brand perception and 16 per cent use client feedback.
“It’s amazing that less than one third of marketers are using brand perception metrics, despite the fact that the digital world makes brand perception research readily available and measurable,” said Jim Spanfeller, chief executive of Forbes.
A recent survey of Twitter users by Peter Sorgenfrei and Warren Sukernek found that 97 per cent of respondents believe companies should use social networks to improve brand perception.