Study highlights potential of email marketing for small firms

New research has revealed how growing businesses could benefit from choosing to use email marketing to promote their products and services.

The Global Consumer Study by Epsilon revealed a number of key findings about the use of the platform in the UK, including that 70 per cent of consumers regard email as their primary mode of communication.

It was also revealed that 73 per cent of people are likely to click through to a website after reading a call to action featured in email marketing, while 46 per cent of those who receive permission-based messages buy products online.

Ian Hitt, managing director of Epsilon, said the findings "will help marketers better understand consumer email behaviour and enable them to maximise the value of their campaigns".

He added: "By understanding consumer psychology highly-targeted creative emails can cut through from other marketing messages and directly engage with recipients."

Recent figures from e-Dialog found that 63 per cent of people claim email marketing is likely to encourage them to make an impulse online purchase.ADNFCR-898-ID-19209359-ADNFCR


[businessstrata]