A new survey has revealed that email marketing is an important tool in helping marketers to increase their sales.
E-consultancy carried out research which found that more than a third (36 percent) of consumers said receiving an email would prompt them to make an online purchase.
It seems that a growing number of consumers now expect to be reached via email - nearly two-thirds (61 per cent) of consumers expect to receive advertising and notifications through this medium.
According to E-consultancy's research, targeting and relevance is still an important issue for consumers. More than half (57 percent) of respondents said they appreciate receiving advertising messages if they are directly beneficial to them, such as discounts and offers, or are targeted towards an appropriate age or gender as the advertising is more likely to be of interest.
The survey also recognised the increasing importance of online social media. Three-quarters (75 per cent) of young people aged between 18 and 26 said they use recommendations on social sites to help them research products prior to purchase, highlighting the growing need for email marketing and social media platforms to go hand-in-hand.
