Email's Influence Over Multichannel Purchasing is Powerful
Fifty-eight percent of 13,000 consumers surveyed recently have been driven to make a purchase in a store or over the phone by a marketing email, according to the recently published The Global E-mail Attitudes Survey.
The survey from e-Dialog, the email and multichannel marketing solutions provider within the GSI Commerce Marketing Services division, consisted of interviews with 13,000 consumers across 13 countries, including the U.S., the U.K., Germany, the Netherlands, France, Spain, Sweden, Italy, Japan, Singapore, Australia, South Korea and China. It was conducted on behalf of e-Dialog's Centre for Digital Marketing Excellence by Lightspeed Research in April 2010. Analysis was carried out in conjunction with industry analysts from The Relevancy Group and Intelligent Insight.
While websites are the preferred place for consumers to opt in, the survey revealed that they're also very willing to subscribe to email messages offline, such as when placing a catalog order (46 percent), at the point of sale (29 percent) or via SMS text message (13 percent).
In addition, two-thirds of consumers said email-inspired purchases have prompted them to further research a brand and its products. More than half said it spurred a peer recommendation. Moreover, roughly half of consumers revealed they're willing to act as brand advocates in order to connect email content, such as special offers and promotions, to social networks. This activity is highest in the Asia-Pacific region.
The research also revealed that the mobile channel presents new opportunities for marketers. Sixty-eight percent of surveyed consumers said they use mobile devices to access personal email while doing something else on their desktop PCs. Additionally, an increasing number of consumers across regions are purchasing products and services based on promotional SMS messages. However, the cultural differences are strong, with 57 percent of Asia-Pacific, 21 percent of European and 14 percent of U.S. consumers having done so.