New Report Puts Email Marketing As Most Popular Lead Generation Tactic For Marketers

2019 LeadsCouncil Benchmarking Report, Sponsored By Digital Media Solutions, Identifies Current Trends And Best Practices In The Lead Generation Industry

Clearwater, FL – February 20, 2019— According to a new report, increasing lead quality, lowering cost per conversion and increasing lead volume are the top priorities for lead buyers and sellers in an ever-changing digital advertising landscape. The 2019 LeadsCouncil Benchmarking Report, sponsored by Digital Media Solutions, is now available for professionals in the lead generation industry – including lead buyers, lead sellers and service/technology providers – to better understand how recent changes are impacting lead generation while identifying current trends and best practices in the industry.

According to the 2019 LeadsCouncil Benchmarking Report, email marketing is the most popular lead generation channel, with 84.2% of lead buyers and sellers tapping into this tactic for customer acquisition solutions. Display advertising, the next most popular media channel, was deployed by 76.3% of respondents. Paid search, SEO and email were the media channels that received the highest “excellent quality” and “very good quality” designations from lead buyer and seller respondents.

When considering both quality and quantity (ability to scale), paid search and email were the highest-ranked media channels. According to the 2019 LeadsCouncil Benchmarking Report, almost half of lead buyers and sellers believe third-party lead quality declined over the past five years. Additional commonly reported changes in the third-party lead generation industry include oversold leads, greater channel diversity and enhanced ability to scrub or reject leads.

The 2019 LeadsCouncil Benchmarking Report provides the most comprehensive information available regarding current perceptions in the lead generation industry. Published by the only nonprofit organization focused on actively promoting and protecting the growth of performance marketing by maintaining a trusted association of vendors, buyers and sellers adhering to industry best practices, the report was based on responses from a December 2018 survey.