News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Email continues to out-do social to drive purchases
Email continues to be the most common way consumers receive digital messages from brands but, with the onslaught of social media, is it still the most effective? ExactTarget's recent research reveals some interesting behavior.
A survey of 1,404 consumers in the UK by ExactTarget reveals that, while email continues to be the most-used media for communicating with consumers, social media messaging is perceived by consumers to be more likely to prompt them to make a purchase.
Of the survey respondents nearly all (93%) had signed up for email messages from a company while 45% had "Liked" a brand on Facebook. Just 7% "Follow" a brand on Twitter.
However, when it comes to making a purchase, email isn't perceived by consumers to be as effective as social media. Almost a third (32%) of respondents said they were more likely to make a purchase having seen a Tweet from a company. A quarter (24%) said they were more likely to make a purchase after becoming a "Fan" of a brand on Facebook. As for email, slightly less (21%) said that subscribing to an email list made them more likely to buy.
But what actually happens is rather different, found ExactTarget's research. Nearly half (46%) had made a purchase as a result of receiving an email while purchases prompted by social media were much lower - Facebook 1% and Twitter 4%.
According to the report "The Social Profile UK", "consumers often see email as a convenient reminder to go back to their favorite stores or sites. So, while they may not think of email as something that makes them more likely to buy from your brand, they may forget to go back to your site without an email that reminds them to do so."
- How predictive tech may simplify engagement
- Survey: Mobiles look to devices before, during, after shopping
- Study: Live TV still trumps time-shifted
- Brands: How to make the most of ad placement
- Avoidance a big reason for blocking calls
- App Annie: App stores' revenue gap closing
- Marin study reveals the effect of integrating search and social campaigns
- Reports: Ad spend up on Bing, consumers still heavy on Google
Featured White Papers
- Marketing Automation Simplified : The Small Guide to Big Ideas
Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast...
- Is your web site creating sales tax risk?
Answer 3 questions to learn....
- How to Properly Structure Your Social Program for Success
Most big brands structure their social program around business goals, however, sometimes there is a disconnect between the goals and...
- Email Device Report 2014: How Are Your Customers Viewing Email?
The Q4 2013 findings reveal that consumers are rapidly moving from desktops to mobile devices when it comes to opening...