Based on the article, 71% of customers's shopping behavior were influenced by email. 40% of customers took action to buy some products because of email promotion. This is a number greater than I was expected. We all experienced that huge volume of emails flow into our mailbox everyday, including many promotion emails. For me, I disregard most of those emails but for some items I would buy, I still want to check those email.
One possible reason for email marketing to be on the top lists would be that email promotions cost less compared to printed promotion materials. Email promotions are also easy for marketers to make changes after posted. From my point of view, emails are what we have to check everyday, so that this platform has advantage compare to other ways of promotion. Marketers could reach customers with email in seconds.
The second and third largest promotional channels are websites and social media, respectively. Facebook is the most influential social platform for marketers and most of the promotions are organic, not paid.
A nice, eye catching email targeting the right customers could really make some difference.
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