Only 47% of marketers believe email is the most effective channel for boosting conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2021, 1:17 PM UTC

Email is still crucial for marketers, given that it is a valuable piece of first-party data.

A Gartner report has revealed that 65% of the respondents said the most effective channel for conversions is social marketing. Digital advertising (63%), influencer marketing (58%), mobile marketing (57%) and websites (56%) follow social marketing in the list of effective channels.

The report adds that 44% of marketers across industries relied on email marketing to aid their digital marketing strategies in the last 12 months. Retail tops the list of sectors that performed well with email marketing. The financial services sector claimed the highest weighted average open rate of 27.1%.

Leading brands are now incorporating personalisation in their email content strategies. Owing to sophisticated audience segmentation, detailed subject lines with more than 70 characters perform as well as those with a character count between 11 and 20 characters.

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