According to their survey, 63% of consumers said that receiving an email promotion would prompt them to purchase online, compared with advertisements on web sites (47%) and social networks (11%).
The survey also revealed the importance of integrating both online and offline direct marketing to maximise sales opportunities.
Research revealed that 45% of respondents cited catalogues as encouraging them to make a purchase with 43% of those questioned saying it was direct mail that drove their online purchases.
Correlation Between Email & Traditional Direct Marketing
Simone Barratt, managing director of e-Dialog EMEA affirmed that they have noted the significant correlation between e-mail and traditional direct marketing across the European markets and suggests that,“An email campaign a few days before the launch of a new catalogue, making consumers aware that one is shortly to be mailed, can dramatically increase sales conversions once it arrives”.
The research goes on to reveal the prominence of email marketing for both offline and online outlets. For example, 60% of consumers interviewed revealed they were more likely to buy from an offline high street shop if they had previously received an email from them.
Barratt added “Brands should leverage the conversion of online to offline significantly more. UK consumers are clearly affected to buy offline by the promotional emails they receive, so by highlighting exactly where brands have a physical presence through an email could have a profound effect”
Email marketing can also provide the ability to recover abandoned sales prospects the survey found.
Follow-up Emails & Discounts
E-Dialog claims that 46% of respondents would be more inclined to complete an online purchase if they were informed of items left in their shopping baskets from previous purchasing activities.
Barratt advises “Connecting email to the relevance of what consumers are actually doing online must be a key priority for marketers. Mailing consumers who’ve left items in their baskets and incentivising them with offers such as ‘come back and buy these products in 24 hours for a five per cent discount’ will make a considerable difference to sales”
Source: Econsultancy