Content Marketing Blog

Consumers rank email as the most important channel for purchase influence

Social media marketing is the norm for businesses today, no matter the size or industry, with consumers all over the world flocking to sites such as Facebook.

While the focus has turned to creating Facebook and Twitter campaigns, and influencing the purchases of social media users, email is one marketing essential that shouldn’t be forgotten in your content strategy.

A new survey from the Economist Intelligence Unit (EIU), sponsored by Lyris, has revealed that marketers underestimate the influence of email, with consumers ranking this as the most important for both pre-purchase (37 per cent) and post-purchase (52 per cent) decisions.

These email percentages far outweigh the influence social media has on pre-purchase and post-purchase decisions, with only 16 per cent of consumers ranking social media as the most important channel for purchase influence.

Lyris chief marketing officer Alex Lustberg said that we have entered a new area of digital marketing, requiring a “smarter and more agile approach” to engaging with and influencing the consumers of today.

“Yet the EIU report, sponsored by Lyris, found several important gaps between what marketers think their customer’s value, and what they really care about.”

The Mind the Digital Marketing Gap infographic indicates that not all marketers are supporting email (68 per cent), with a number of them not identifying ‘understanding email’ as a top skill needed.

Another recent study from ExactTarget however, backed the importance of email for marketing strategies, with 96 per cent of Australians identified as ‘subscribers’. This group is identified as consumers who have given their email address to at least one company, for receiving permission-based emails.

Australia had the highest percentage of email subscribers, followed closely by Germany and the UK, emphasising the impact that email still has on consumers.

“By combining these insights [Mind the Marketing Gap survey] with data-driven best practices, marketing executives will be able to eliminate these gaps and positively impact every stage of the purchasing journey,” Mr Lustberg said.

Posted by April Revake.