Email may be seen as old-fashioned, but it still performs better than many other forms of marketing. A study by Bisnode for the Syndicat National de la Communication Directe (SNCD) found that web users in France consistently rated email higher than corporate websites, printed material or other channels as a means of getting commercial messages.
Nearly half (46%) of respondents polled in June and July 2013 said email was their preferred channel for receiving marketing communications from brands. About one-third (32%) favored the brand’s corporate site. Just 5% said that they preferred to hear from firms via social networks, and mobile apps ranked even lower, with 2%.
Consumers rated the internet the most influential channel when it came to prompting purchases, too. But researchers also reported a growing tendency for shoppers in France to visit a store after receiving an email. While 43% of web users had made a purchase online following a mail, nearly 20% bought goods in a store. SNCD and Bisnode concluded that overall, email had prompted half of internet users to make a purchase, either online, in a store or by mail order.
These results chime with Generix data, also from June 2013. Its study found that 41% of web users had several times made a digital purchase as a result of an email ad, and another 19% had done so once. No other type of communication—such as an online review, direct mailing, TV or radio ad, or an ad on a social network—equaled the performance of email in this respect.