Email Tops Shopping Persuasion Channels: Study

Email is No. 1 in influencing consumers to make online purchases, with direct mail a close second, according to The Shopper Speaks: Digital Marketing Insights and Tactics, a study conducted by Digital Commerce 360.  

The consumers polled list these influences: 

  • General email — 44%
  • Catalogs and other printed material via postal mail — 42%
  • Advertising in content I visit online — 32%
  • Offers within order confirmation/shipping notification emails — 23%
  • Advertising on social media — 21% 
  • Email that suggests I left something in my cart — 20% 
  • Back-in-stock emails — 20% 
  • Social media — 18% 
  • Text messages — 12% 
  • Advertising that follows me online after I have viewed a product — 11%
  • Influencers on social media — 7% 

advertisement

advertisement

Of those polled, 60% will make a purchase because of reading an email monthly. Another 10% will do so weekly, 6% a few times a week, 1% daily and 1% multiple times per day. 

  • Buying or not, most respondents are actively engaged with brand emails. They open email advertising from retailers:
  • Multiple times a day — 18%
  • Daily — 25%
  • A few times a week — 29%
  • Weekly — 10%
  • Monthly — 8%
  • Never — 8%

Shoppers are most likely to open:  

  • Messages about promotions/discounts currently available — 62%
  • Shipping confirmations — 52%
  • Order confirmations — 52%
  • Delivery confirmations — 41% 
  • Offers tied to loyalty programs — 40%
  • Messages about free shipping — 37%
  • Messages about new products currently available— 2 6%
  • Requests to review products you recently bought — 20%
  • Back-in-stock emails — 19% 
  • Seasonal activities — 19%
  • Replenishment — 5%

According to the article written by Lauren Freedman, Digital Commerce 360 and Bizrate Insights surveyed 1,015 online shoppers in May 2022. 

 

 

1 comment about "Email Tops Shopping Persuasion Channels: Study".
Check to receive email when comments are posted.
  1. Matthew Reibel from Panorama Travel Solutions, June 2, 2022 at 2:16 p.m.

    These are interesting insights! I'm not surprised that email is the biggest influence but I am surprised that direct mail is a close second. It's unfortunate that this study doesn't share any demographic information about the survey respondents because I suspect it may sway towards an older audience due to the strong influence direct mail has on their shopping habits.

Next story loading loading..