Nearly half of consumers convert after receiving engaging email content

Published on
by Brafton Editorial
A report from ExactTarget found that nearly half of consumers have made business transactions due to reliable email marketing campaigns, while social media marketing is quickly becoming as effective.

A report from ExactTarget found that 46 percent of consumers convert after receiving an email marketing message they have subscribed to. The study analyzed activity of more than 1,400 consumers and found that both email and social media marketing campaigns are effective in terms of driving conversions. 

With nearly half of consumers saying they have made a purchase from an email campaign, the value of a well-executed timely message is obvious. Moreover, ExactTarget believes that the figure is also representative of growing consumer desire to interact with brands on several channels.

Aside from email, 45 percent of respondents have Liked a brand on Facebook, and 24 percent of those respondents have made a purchase as result of their activity.

Pairing social media and email as part of an integrated new media marketing strategy helps companies improve their overall web presence. Other popular platforms for interacting with brands include Twitter, with 7 percent of consumers following brands.

Developing a presence on social networks and drawing a subscriber base for email campaigns starts with relevant content. Brafton recently reported that one-third of Twitter users follow their favorite news organizations. Providing news content marketing material can help companies build a follower base organically and drive website traffic.

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  • http://twitter.com/BenchmarkEmail Benchmark Email

    Important stats! If ones email campaigns are not reaching these levels, it’s important to analyze what is and isn’t working and how a company can get closer to attaining those goals.

  • http://www.callboxinc.com/ Amber King

    Good points. Social media and email marketing should work hand in hand to produce better results. However, it is also important that one create a compelling email to capture the attention of the prospect.