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Email marketing 'drives impulse purchases'
Marketing News |
10/06/2009
Email marketing is the best way to drive impulse purchases, according to a new study.
Research conducted by e-Dialog revealed that 63 per cent of people claim that receiving such a message would encourage them to buy something over the internet.
This compared to 45 per cent of respondents who said a catalogue would spur a purchase, and 43 per cent who would be willing to splash out after being sent a direct mail promotion.
Simone Barratt, managing director of e-Dialog, suggested that firms might want to combine a number of techniques.
"An email campaign a few days before the launch of a new catalogue, making consumers aware that one is shortly to be mailed, can dramatically increase sales conversions once it arrives," she said.
Yesterday, Ray Jones, a spokesperson for the Chartered Institute of Marketing, claimed that campaigns are becoming increasingly targeted as professionals increasingly make use of technology.
Posted Stephen Wilkinson.
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