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BizReport : Email Marketing : July 06, 2010

Report: Email boosts cross-channel sales

Recent research carried out by Lightspeed Research on behalf of e-Dialog found almost six out of 10 people worldwide would be more likely to make an in-store purchase after receiving a marketing email.

by Helen Leggatt

lightspeed.jpgThe "Global Email Attitudes" survey found that nearly 60% of consumers who receive marketing email are more likely to make an in-store purchase.

Likewise only a small number of consumers said they would be less likely to go in-store to purchase because of a marketing email.

"There is a tremendous opportunity for brands to strategically connect email marketing to in-store, social networking and mobile channels to drive revenue, acquire new subscribers and importantly, connect the dots for cross-channel measurement and attribution," said Simone Barratt, managing director at e-Dialog International.

A recent report from GetReponse found the inclusion of social media sharing buttons in email generated click-through rates around 30% higher than email sent with no sharing options.

A Twitter button proved to be the most effective, increasing click-through rates by 40% but in order to garner the highest rates, around 55%, more than one social media button needed to be incorporated.

Tags: cross-channel marketing, email, email marketing, in-store, social, social marketing

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