Email is an extremely effective form of marketing as it is a “permanent fixture” is most consumers’ lives, a new report reveals.
A study by e-Dialog questioned almost 13,000 consumers across Europe, the Americas and Asia-Pacific for its Global Perspectives report and found that 96 per cent of them have a personal email account.
Over half (58 per cent) of consumers revealed that they have been driven to make a purchase in a store or over the phone by a marketing email.
Just under half (46 per cent) of respondents said they are very willing to subscribe to e-mail messages offline, for example when placing a catalogue order, at the point of sale (29 per cent) or via SMS text message (13 per cent).
The survey found that high email adoption is driving consumers to use messages that are connected to their primary email account, including social email and mobile email.
Two-thirds of consumers said email-inspired purchases have encouraged them to conduct further research of a brand and its products.