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Over half of publishers have not altered email strategy to utlise email marketing, PPA survey finds

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By The Drum Team, Editorial

November 22, 2011 | 1 min read

Over half of publishers have not changed their approach to email marketing, despite the growth of mobile, new research has found.

A survey undertaken by Adestra for the Periodic Publisher’s Association, has found that 52% of respondents had not altered their email marketing approach to target mobile users.

It was also found that only 15% of company had a mobile strategy which included email.

Meanwhile, 51% of publishers were also encouraging sharing on social networks, with a further 26% planning to implement its use, although 42% see email and social media as two separate channels, which the PPA claims could change as marketers find a way for the two channels to work together to deliver data.

Marius Cloete, research director for PPA, commented: “Despite its status as a mature digital marketing channel, the medium of e-mail marketing is becoming increasingly sophisticated and more integrated in companies efforts to engage and market to their existing and potential customer base.“

The next instalment of the survey will be release next April.

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