Photo: Flickr / colinlogan
It’s been with us since Web 0.5. But “marketing messages” received via e-mail are most likely to get us to shop, according to a new survey from ExactTarget (.pdf).According to the poll, 66 per cent of respondents said they’d made purchases as a result of ads or offers received through email.
Direct mail was a close second, at 65 per cent.
Arguably even more surprising, telephone offers came in third at 24 per cent.
ExactTarget includes friend or family recommendations about an offer in its definition of “marketing message,” so it’s not surprising Facebook came in at 20 per cent and dominated among 15-17 year olds at 32 per cent.
Twitter and LinkedIn, meanwhile, came in last.
The main takeaway for ExactTarget? Social media remain unproven channels to some degree:
“It bears watching whether the increased push to monetise users’ “organic” message feeds with paid marketing messages will boost the purchase influence of Facebook and Twitter—or cause consumers to further restrict interaction with marketers on these services.”