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BizReport : Email Marketing : October 26, 2016

Study: Shoppers want email contact

When it comes to engaging with digital shoppers, brands might want to take a harder look at email options. That, according to new data from Bluecore which indicates that more than half of shoppers want brands to email discounts, product information, and other promotions.

by Kristina Knight

The finding is true across demographic lines, with nearly three-quarters of Boomers and Gen Xers, as well as 62% of Millennials saying they would like brands to email them.

"Email is not only alive and well, but it's the preferred mode of communications between brands and their consumers," said Jared Blank, Bluecore's senior vice president of data analysis and insights. "This research shows that while there are many options for digital engagement today, retailers must focus on developing a meaningful and personal relationship with their very loyal opt-in email customers. There's a wealth of data to be gathered and marketing information to be leveraged if email marketing is done right - and it's more important than ever as email is 'always on' across a range of connected devices, being used both for online and in-store shopping."

Other findings from the report include:

• 53% of survey respondents use their smartphone to check email
• 59% of Millennials use smartphones to check email
• 63% of Gmail users check the Promotions tab to find branded deals

Tags: Bluecore, ecommerce, email commerce, email content, email marketing

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