The benefits of social sharing, an emerging email marketing strategy, have been highlighted in a new chart.

Figures from Marketing Sherpa’s latest study have revealed that approximately 80 per cent of those in the online marketing services industry are in agreement that the method can increase brand reputation and awareness, while extending the reach of content to new markets.

And around half of those questioned believe that social sharing can augment the growth of email lists, while driving return on investment.

However, one marketer suggested to the news source that email content provided on social media pages "must not be sales-oriented", similar to any messages aimed at building relationships with customers.

Marketing Sherpa went on to note that the medium is currently regarded as having little value to the industry, with only 31 per cent of those asked considering it to be effective as a lead generation approach.

In other news, brands were advised by Diane Forster, in an article for PromotionWorld, to work on their email marketing campaigns during the Christmas season, focusing on specific content such as e-gift cards.

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