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%
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.