A new study has shown the benefits of email marketing, with the channel emerging as a primary driver for multichannel purchasing when combined with social media.

Research carried out by e-Dialog in the Global Email Attitudes Survey showed that targeting a consumer’s inbox is also a powerful way of promoting brand advocacy.

It found that in the UK, 43 per cent of consumers had made a purchase in a shop or over the phone after having received some form of email marketing.

Furthermore, 47 per cent said that they would be more likely to make purchases offline after being influenced by an email.

Simone Barratt, managing director of e-Dialog, said: “Brands that are simply using email as a direct sales tool are missing an opportunity. Yes, it is a great means of driving online sales, but as the data shows, its influence reaches so much further than the inbox.”

Last month, Interflora was praised after it received a prize for its innovative customer contact plan which aimed to improve communication through email marketing.

via DMA: Email marketing ‘primary driver’ for multichannel purchasing.

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