It's somewhat of a truism, we all know but hile social media is a growth area in online marketing, ecommerce organisations should continue to focus on more established channels like email.

However, almost four in ten shoppers said they had been prompted to make an online purchase as a result of email marketing communications, while 27 per cent said they had bought something offline due to the same promotional tactic.
Despite this, the report indicated that more could be done by firms to improve their email marketing strategy, as 50 per cent of consumers said emails were devalued by irrelevant information and a similar proportion claimed messages hold no value because they did not have a special advantage by receiving them.