Email marketing most effective channel for lead generation

Written by  Joe Elvin Wednesday, 21 March 2012 11:00

Email marketing is regarded as the most effective channel for generating leads, according to a new poll.

In a survey of B2B marketers by Crain's BtoB Magazine, 59 per cent of respondents claimed that email was their most effective medium,placing it firmly ahead of other channels such as PPC adverts and social media marketing.

With this in mind, it is no surprise that almost half of those questioned spend more time and resources on this channel than any other form of marketing.

The poll also revealed that 77 per cent of marketers are planning to expand or diversify their campaigns in order to improve their effectiveness in the coming year.

Reacting to the figures, marketing journalist Cynthia Boris claimed that adopting a fresh angle on an email marketing campaign could be all that is required to improve its effectiveness.

Writing for, she said: "As Crain's survey results show, many companies have been using email for so long it's become routine. A fresh email template, a new call to action and a creative spin on the same old text should be enough to wake up you mailing list and get them interested again.

"Sure, it's going to take time to implement, but it's better than settling for best when it could be better."  

According to, 30 per cent of the survey's respondents say that email is now "a mature and well-optimised part of their mix," which is a higher proportion than for any other marketing channel. It was also revealed that b2b marketers' biggest goal of 2012 is to develop more leads.