With the bright spotlight that is on social media these days, it may seem like email marketing is no longer as effective as it once was, but a Campaigner “Christmas in July Survey” found that over half of marketers (66%) say email marketing remains the most effective holiday marketing channel.
Email was followed by social media (41%), SEO (20%), and print (12%). According to the survey, which was made available to Marketing Dive, of the 66% of respondents who found email most effective, 59% are expecting an even better holiday season in 2017.
EJ McGowan, general manager of Campaigner, described email as the “sole medium that allows this unparalleled ability for retailers to engage consumers.” Key insights from the survey are:
- Personalization is central in optimizing email marketing efforts (40% of survey respondents said it is the most effective measure to ensure success)
- Over-reliance on discounts and deals should not be made in promotional messaging (analysts cited this as a major reason why holiday marketing campaigns sparkled a little less brightly in 2016)
- Few surveyed retailers are concerned about their website experiencing tech issues during the holiday season (only a surprisingly low 8% are very concerned)
When it comes to social media, Facebook was the marketing leader with 72% of respondents calling it the most effective platform. Twitter and Instagram were both next with 7% each. Campaigner reports that marketers plan to ramp up efforts on social media during the holiday season this year with 42% of respondents saying they are planning more social media integrations.
Danita White for TechFunnel.com