69% of Marketers Primarily Use Email for Lead Nurturing

Lead nurturing is a critical part of marketers’ strategies, and new research indicates that email is continuing to help them in their efforts to attract customers and prospects.

Ascend2 recently published “The State of Lead Nurturing” report, and statistics showed that out of all of the digital channels used during the lead nurturing process, email (69%) leads the way. This is followed by social media (67%), website personalization (38%) and paid advertising/retargeting (34%).

Although email is helping marketers in this area, many still think that there is room for improvement, according to the report. The majority (47%) at least “somewhat agree” that allocating more time/resources to lead nurturing efforts would improve their conversion rates. Thirty-seven percent “strongly agree” with this sentiment.

Driving Revenue via Email Marketing

When it comes to utilizing email, previous research suggests that it is also still a large driver of sales revenue.

Cheetah Digital conducted its “Digital Consumer Trends Index 2021” report, and data showed that email is still overwhelmingly the top driver of sales. It outperformed SMS by 92% and banner ads by 39%. The majority of respondents (45%) claimed that over the past months, they have primarily made purchases through email.

Social media, however, does not lag far behind. Nearly 43% stated that they had made a purchase via a post on social media over the past year as well.

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Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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