Companies should still look to email to help them gain offline and online sales, according to new research.
In a new report, Econsultancy showed that email still brings significant benefits despite the rise of social media.
The study polled 1,400 people in the US.
While 55 per cent said that they were more likely to make a purchase from a firm with a strong presence in social media, 36 per cent said that they had bought something online as a result of receiving an email.
In addition, 27 per cent had been spurred to an offline purchase through email marketing.
Emailed coupons are also still significant, with 38 per cent of young adults aged 18 to 26 saying that they use them online.
Noting the fact that social media marketing is still in its early stages, US research director Stefan Tornquist pointed out: "Email continues to be the desired channel for many types of commercial communication."
Econsultancy blogger Caroline O'Donoghue recently used World Cup sponsorship as an example of how companies must link the event they are supporting to their brand and product.
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