Email is the most effective channel in inspiring repeat purchases, according to a study by Active Campaign.
The research shows that 28% of consumers say email is the channel that most frequently inspires them to buy from a brand again.
Social media is second, rated by 18%, and social media ads third with 14%.
However, email does not rank as high in driving research into products: Social media ads beat it, with 23% of consumers citing it. Article mentions were effective with 21% of those polled, and TV ads came in third with 15%. TV is especially effective with older shoppers.
In contrast, email was listed by 14% of all consumers.
When it comes to reengaging shoppers an winning the purchase, the leader is being mentioned in an article at 28%, followed by social media at 16% and email from brands at 15%.
The study notes that email is effective at driving repeat purchasers because it allows brands to communicate directly with potential buyers. Adobe research shows that 40% of revenue comes from repeat purchasers.
The company surveyed 546 U.S. consumers who shop online.