E-Mail Marketing Led to Holiday Sales

Share this article:
E-mail marketing led to more purchases this holiday season than last, according to a survey released yesterday by e-mail marketing company Return Path, New York.


Half of the more than 1,800 shoppers surveyed in late December said they used e-mails to make purchases, up from 44.8 percent the previous year. Meanwhile, 50.2 percent said e-mail had some influence on their shopping habits, a 10 percent jump from 2004.


Consumers' experience with a company's e-mail program before the holidays was the fastest-growing factor in whether consumers responded to holiday marketing e-mails. Seventeen percent more consumers said prior experience was an important factor in 2005.


Consumers also responded more to free shipping offers via e-mail -- a 5.8 percent increase over the previous year -- as well as e-mails offering discounts -- a 7.5 percent increase.


Despite the positive findings, 44 percent of consumers said they still received more e-mail than they expected when they registered with a Web site. And 34 percent said they reported marketing e-mails to be spam just because they did not want to receive the e-mails any longer.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions