Email Marketing Six Times More Effective Than Social Media, Says Study

Email Marketing Six Times More Effective Than Social Media, Says Study

Direct email marketing remains the most effective strategy for driving online shopping, reveals a new study.

Shopping and price comparison website Give as you Live surveyed more than four thousand United Kingdom shoppers in November and found that almost two thirds (64 percent) would stop what they were doing to click an email link from a retailer.

Conversely, just 10 percent would do the same upon seeing a link on a social media site.

Links to fashion websites were the most likely to entice a potential shopper, cited by more than four in ten respondents, ahead of travel websites (28 percent) and DVD/gaming websites (25 percent).

The report also revealed that UK shoppers are distracted more than 600 times per year by online retailers, although one in three said that they often regretted clicking on a link.

“We’re surprised to see that direct email marketing is the most distracting to consumers over social media posts and advertisements, given the amount of marketing emails we all receive day-to-day and the dominance of social media particularly in our everyday lives,” said Steff Lewis, head of consumer insights at Give as you Live. “But it’s at least good news for marketers and communications teams running these websites.”

(Source: The Drum.)