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 E-consultancy found that 36 per cent of shoppers had been influenced to buy a 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 E-consultancy 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.
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