Email marketing is the top direct marketing method being used to make use of consumer lists over the festive period, new research shows.

According to the results of a new survey conducted by Constant Contact, around 60 per cent of small-to-medium-enterprises (SMEs) will use direct mail during the Christmas marketing frenzy.

This figure compared with the 28 per cent that plan to use direct mail as a way to inform customers of their offers during the same period.

Email marketing is a catalyst “to the success of small businesses in any economic environment,” said Gail Goodman, chief executive officer of Constant Contact.

Adding: “History shows that small businesses have led the way to better economic times in the past, and we are confident that today’s small businesses will do so again.”

It was found that 25 per cent of those quizzed felt confident in the current economy.
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