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Consumers prefer email marketing communications over social media

Rachel Wheeler Archive
Email marketing initiatives have been found to be more effective than social media at driving traffic to websites, the latest research claims.

According to a study carried out by market research company ForeSee, consumers believe that communications via email are more acceptable than those conducted through social networks.

In total, 64 per cent of respondents revealed that they would be happy to receive marketing messages to their inbox compared to just two per cent that said the same would be true for social networking communications.

"Every retailer should know how many customers are influenced by promotional emails, advertising on Facebook or word-of-mouth recommendations and furthermore, they should know which group are most likely to buy," said Larry Freed, president and chief executive officer of ForeSee Results.

Meanwhile, according to the latest figures from comScore a record-breaking $43 billion was transacted online during the final quarter of last year in the US.

The global analytics company revealed that this meant that e-commerce spending in the country was up by 11 per cent compared to the same period of 2009 and was the fifth consecutive quarter of year-on-year growth.

Posted by Rachel Wheeler