Recent data from CSO Insights suggests email campaigns may be best for lead generation, with 62 percent of marketers claiming email was their most effective lead gen platform. Now, new data from eROI reveals that linking email messages to social and mobile sites makes the channel even more useful in engaging consumers.
More than half (59.1 percent) of businesses claim they currently include links directing email recipients to their social pages. This resulted in increased followers for 65.5 percent of respondents, and it drove web traffic from social channels up for 59.5 percent of marketers.
Similarly, marketers are finding that mobile email integration has positive effects. Nearly one-third of respondents say making their email campaigns mobile-ready is important to their audience. This makes sense as 34 percent of smartphone users reportedly check their email via mobile devices.
Ultimately, marketers should consider optimizing not just emails but also social and ecommerce sites linked in emails for mobile audiences. A recent survey from Microsoft, entitled Multiscreen Consumer Insight Research, reveals that 65 percent of on-the-go consumers use their smartphones to inform buying decisions.
