Marketers plan to ramp up email use in 2022.

According to a study by the Association for National Advertisers, direct marketers still prefer email by a substantial margin for reaching people, despite social media rise. As reported by Ad Age today, the “Response Rate Report 2021: Performance and Cost Metrics Across Direct Media” revealed that email was the most used direct medium across business-to-business, business-to-consumer and hybrid campaigns, averaging 82% usage among marketers versus 74% for social media. Trailing by substantial margins were paid search (51%), digital display (42%), direct mail (38%) and SMS text (18%).The study is based on an online survey of 581 marketers between February and July 2021.While email has declined since 2018, it led all media in marketer plans for the future, with 53% saying they plan to increase its use over the next 12 months. That was slightly ahead of paid search (52%), social media (50%) and SMS (also 50%). Team Steenman is here to help you create impactful, responsive email campaigns that will move the meter for your business and drive new leads and sales.

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