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BizReport : Email Marketing : January 10, 2011

Email drives more shoppers to retail websites than social

Social media might be sexy but it's not the best tactic for driving shoppers to your retail website, according to a survey by ForeSee Results.

by Helen Leggatt

foresee logo.jpgAccording to the market research firm's results, it is tried and tested marketing tactics that are getting the results and not newer channels such as social media.

That old faithful, email, still rules. Almost a fifth (19%) of online shoppers that took part in their survey were driven to online retails websites primarily via email, and 8% via search engines.

Just 5% arrived at a retail website primarily due to the influence of social media.

Around 14% of shoppers accessed a retail website through a mobile phone but almost all did so to look up a price or track down an item and not to make a purchase. A total of 11% reported having bought items using their phones over the holiday season.

The overall message to marketers is not to be overly distracted by new marketing tactics such as social media, but instead to concentrate on what has been proven to work.

Tags: email, online retail, search, social media

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