New media Catholic bloggers and publishers who depend on income from subscriptions and the sale of other services may find e-mail marketing as the best way to snag a sale. A research study released today by global interactive marketing provider ExactTarget found that two thirds of online Americans have made a purchase as a result of email, nearly twice the percentage who have purchased after receiving marketing messages delivered via both Facebook and text messaging.
Key findings of the research include:
- 96 percent of online consumers use email at least weekly.
- 66 percent have made a purchase after receiving an email marketing message.
- 76 percent prefer email over all other channels for customer service messages.
- 66 percent of teens (ages 15-17) prefer email over all other channels for permission-based marketing.
Text Messaging
- 68 percent of online consumers use text messaging at least weekly.
- 16 percent have made a purchase after receiving a text (SMS) marketing message.
- 25 percent prefer text messaging over all other channels for real-time travel alerts.
- 9 percent of consumers ages 25-34 prefer text messaging over all other channels for delivery of tickets to an event purchased online.
Social Media
- 70 percent of online consumers use Facebook at least weekly.
- 20 percent use Twitter at least weekly.
- 20 percent have made a purchase after receiving a marketing message on Facebook.
- 32 percent of teens (ages 15-17) have made a purchase after receiving a marketing message on Facebook.
- 16 percent of teens (ages 15-17) have made a purchase after receiving a marketing message on Twitter.
- 4 percent prefer Facebook over all other channels for permission-based marketing.
You can get a copy of the report at this link. While email marketing may be an effective commerce tools, Catholic digital publishers should be mindful of complying with anti-spam laws. Consumers must be give choices to opt-out of any promotional emails at any time.
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