Focus On The Right Customers For Maximum ROI. Email Still Driving Shopping over Social. Several retailers can attest to the sometimes overwhelming power of promotional messages on social channels.
But despite the hype of viral coupons testing retailers’ agility, studies suggest email is still the more effective promotional channel. In a survey of shoppers in four states, nearly four in 10 told cross-channel commerce solutions provider CrossView they preferred to receive promotional messages from retailers by email. It was the most popular communications channel, with direct mail drawing about a quarter of respondents and text messaging coming in third with 18%. Just 9% of shoppers were interested in promotional messages on social media. Further, none of the shoppers surveyed said they were currently in a store as a result of a promotion they found on social sites. U.S. E-mail Marketing Volume Will Reach 838 Billion Messages in. E-mail's low cost and high ROI will drive e-mail marketing volumes upward.
In fact, in the U.S. alone, volumes will reach 838 billion messages in 2013, according to a Forrester Research report published this summer titled "US Email Marketing Volume Forecast, 2008 To 2013. " In the report, Julie Katz points out the growth in e-mail messages will occur because of several factors, including: US Email Marketing Volume Forecast, 2008 To 2013 - Forrester Res.