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36% é a percentagem de compradores que diz comprar online e offline após receber uma campanha de email marketing. As redes sociais surgem em segundo plano nas preferências.
Having a social media strategy may be de rigueur for today's marketers, but
getting old-fashioned email marketing right is likely to be more important for
generating sales.
A survey by digital marketing association Econsultancy found that 36 per cent
of shoppers had been influenced to buy an product online thanks to an email
marketing message, while 27 per cent said they had bought an item offline for
the same reason.
In contrast, a relatively small amount of shoppers turn to social media when
gathering opinions on which products to buy: only six per cent of those shoppers
quizzed by Econsultancy said they asked for product recommendations on social
media sites.
Consumers also confessed they prefer getting promotional messages over email
compared to other on or offline methods.
Some 61 per cent of consumers said they prefer getting notifications of sales
or special offers through email, while 28 per cent said snail mail and five per
cent said through social media sites.
However, email marketing is only well received when it's well targeted: half
of consumers complained they thought emails containing irrelevant information
devalued the communication.
Fonte: silicon.com
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