DMS Press Releases


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

February 20, 2019 Digital Media Solutions

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.

To learn more about media channel performance and compliance, specifically related to the lead generation industry, download the 2019 LeadsCouncil Benchmarking Report: On The State Of The Lead Generation Industry today.


About Digital Media Solutions

Founded by a team of lifelong athletes, Digital Media Solutions, LLC (DMS) is the fastest-growing independent digital performance marketing company. DMS deploys diversified and data-driven digital media customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. The company’s precision performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of clients in highly competitive industries. DMS continues to experience explosive year-over-year growth, with continuous recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018; the Tampa Bay Business Journal’s TBBJ 200 List in 2015, 2016, 2017 and 2018; and the Entrepreneur magazine 360 list in 2017 and 2018. Named one of America’s “Best Places to Work” by Inc. magazine, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. The company continues to deliver on its strategic mission, which is backed by its board of investors including multi-billion-dollar Canadian private equity firm Clairvest Group. For more information about DMS, its consumer finance-focused brand Best Rate Referrals, affiliate network W4 Performance Ad Market, education-branded platforms under DMS Education including and or the performance marketing technology Sparkroom, visit Keep up with DMS news at and connect with us on LinkedIn at

© 2019 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

About the Author

Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology and digital performance marketing solutions leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers. DMS proprietary technology solutions, significant proprietary media distribution and data-driven processes help large brands steadily acquire more customers. For more information visit

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