A survey has found that email is the most popular promotional and marketing tool.

The Mortgage Introducer poll, which questioned more than 200 different business advisers, revealed that one in five (20 per cent) respondents said email is their marketing tool of choice.

Public relations came in second place with 15 per cent of votes, followed by social networking websites in third place with 14 per cent.

Matt Smith, managing director of WPB Creative and Marketing Innovation Forum’s brand guru, said the popularity of email is largely attributed to the fact that is it a cost-effective medium.

“Advisers are remodelling their businesses and new propositions, product lines and charging structures need to be communicated to new prospects and existing clients,” he said.

Mr Smith added that online platforms often require less transient communication and advisers should test different media and take into consideration the fact that success is usually “the sum of the marketing parts”.

Mr Smith’s comments were echoed by Neil O’Keefe, vice-president of multichannel at the Direct Marketing Association, who recently said that marketers are increasingly realising the importance of multi-channel marketing.

Related Topics: Email Marketing