Survey: E-Mail Works for Multi-Channel

  |  October 21, 2002   |  Comments

A DoubleClick study suggests that e-mail can impact offline sales.

E-mail can drive purchases in other channels -- including offline stores -- according to new research funded by Web ad technology player DoubleClick .

The study, conducted by Beyond Interactive and Greenfield Online for DoubleClick, surveyed 1,000 consumers and found that 68 percent of the respondents said they have made purchases online after receiving email. More surprising, however, is the finding that 59 percent of those polled said they had received email marketing and then made purchases in retail stores.

Additionally, 39 percent said they bought something through a catalog after email marketing, 34 percent through call centers, and 20 percent through postal mail.

According to the study, 78 percent of online shoppers have made a purchase after clicking on an email. About 33 percent said they clicked an email and made an immediate purchase, while 35 percent said they clicked through and made a later online buy. Another 9 percent said they clicked through and purchased later offline.

The upshot is that email has an impact on consumers who receive an email and don't click, according to the findings.

However, few multi-channel marketers take advantage of tools to track post-delivery or post-click conversions, or to reconcile offline purchasing activity with online marketing efforts.

The DoubleClick study also found that the majority -- 60 percent -- of consumers open emails based on the "from" field.

Already, the industry recognizes that the sender has an important impact on consumers' willingness to open emails -- hence the number of marketers and vendors who employ "forward to a friend" buttons for their campaigns.

But such mechanisms might become far more commonplace, as DoubleClick found a growing number of impediments to typical email marketing efforts. Respondents said they receive 60 percent more email per year than they did in 2001 -- 254 emails in their in-box weekly, on average.

About half of the respondents also said they have their email sorted into a "bulk" or separate email folder, into which they rarely look. Three-quarters of the respondents who use a bulk folder rarely or never read mails directed to the folder.

"When executed effectively, and with respect for consumer preferences, email has a dramatic impact on purchasing behavior, not only online but also in stores, catalogs and through call centers," said Court Cunningham, senior vice president at New York-based DoubleClick. "The results highlight the importance of measuring the impact of marketing activities over time and across multiple channels."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...