Email Marketing Drives More US Buyers than Facebook & SMS in 2012

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According to the findings of a study in 2012 by global interactive marketing provider ExactTarget, two thirds of online Americans have made a purchase as a result of email.

This nearly twice the percentage of those who have purchased after receiving marketing messages delivered via both Facebook and text messaging combined.

Based on a survey of 1,481 online consumers in the US, who were asked how Americans communicate online with brands and with friends. 77% preferred to receive marketing messages via email.

45% prefer email for personal communications.

Five percent said they prefer to receive marketing messages via social media (Facebook, Twitter, LinkedIn).

13%  preferred social media for personal communications. Key findings of the research include:

Email Marketing Stats

96 percent of online consumers use e-mail at least weekly.
66 percent have made a purchase after receiving an e-mail marketing message.
76 percent prefer email over all other channels for customer service messages.
66 percent of teens (ages 15-17) prefer email over all other channels for permission-based marketing.

Text Messaging Marketing Stats

68 percent of online consumers use text messaging at least weekly.
16 percent have made a purchase after receiving a text (SMS) marketing message.
25 percent prefer text messaging over all other channels for real-time travel alerts.
9 percent of consumers ages 25-34 prefer text messaging over all other channels for delivery of tickets to an event purchased online.

Social Media Marketing Stats

Email marketing is more effective than Facebook marketing in 2012. Photo @Flickr

Email marketing is more effective than Facebook marketing in 2012. Photo @Flickr

70 percent of online consumers use Facebook at least weekly.
20 percent use Twitter at least weekly.
20 percent have made a purchase after receiving a marketing message on Facebook.
32 percent of teens (ages 15-17) have made a purchase after receiving a marketing message on Facebook.
16 percent of teens (ages 15-17) have made a purchase after receiving a marketing message on Twitter.
4 percent prefer Facebook over all other channels for permission-based marketing.

Read also: French Consumers Purchase Mainly Because of Emails, Social Media

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