E-mail is a major driver of multi-channel purchasing, according to a study released today.
Some 77% of online shoppers have made a purchase as the result of an e-mail, according to a study by DoubleClick Inc. Some 33% have clicked through and bought immediately, and 35% have clicked through and purchased later online. Another 9% bought later offline.
Two-thirds of online shoppers will use e-mail during the holiday season.
Respondents like e-mails tailored to them: 62% of them always or sometimes request customized content in their permission-based e-mail. The majority (91%) prefer content based on interests they have specified. And, among those who want customization, 35% are more likely to purchase as a result. Spam is the primary concern consumers have about e-mail, said the study. Respondents contend with 254 e-mails in their inbox each week, compared with 159 in 2001. Nearly half say they use a bulk e-mail folder that automatically sorts their e-mail. Spam
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