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."
- FTC's new 'merchandise rule' to come into effect before Christmas
- Brands: Why content needs better optimization
- Ad Roundup: Partnerships and acquisitions to improve platforms
- Consumers prefer SMS to apps for brand communications
- Physical stores still popular with young fashion shoppers
- Britain has more female gamers than male
- Permission-based email marketers still finding inbox placement hard work
- Study: Mobile driving travel plans
Featured White Papers
- 6 Ways to Boost Holiday Sales & Fuel Year-round Growth
Just as the shopping seasons guide demand in many categories, they shape the conversation around these categories as well. How...
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...