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Email Marketing Proves Popular with Buyers

Study shows email is preferred over social marketing.

Shoppers like using email when deciding what to buy and interacting with companies. In fact, they seem to prefer email marketing offers to those on social sites—at least slightly.

That’s according to a recent study commissioned by Oracle. “The Connected Consumer 2012: Evolving Behavior Patterns” study finds that email is very important to buyers when deciding what to buy, and it was the top way consumers interact with companies.

About 20 percent of respondents report email is the top way they ask friends for their opinions about products they are considering buying. Share buttons were their second choice with 19 percent. Email marketing was also the most common way buyers interact with brands.

The survey finds that 41 percent of respondents sign up to get email marketing offers from brands and companies, while only 22 percent like a business on Facebook, and 21 percent sign up to receive text messages from retailers on their phones.

“Email is performing for numerous retailers as shoppers are willing to share their addresses to receive merchant offers and promotions,” the survey states.

Respondents note that free shipping offers, exclusive discounts and reward loyalty points are top reasons they interact with a business on Facebook or Twitter, according to the survey.

The study was done in May and questioned more than 1,000 U.S. shoppers who bought online at least four times a year and spent at least $500 on those purchases.

About the author

Olga Munoz
Olga Munoz is editor of TheOnlineSeller.com. In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.



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