Half of all consumers surveyed have made a purchase as a result of an e-mail solicitation, according to a new study. And 16% did so from messages found in their spam folders.
“It reinforces what we’ve believed at the gut-level all along, and that is that consumers will always be motivated to buy if the offer is appealing and customer-centric,” said Michael Ferranti, CEO of study sponsor Endai Worldwide.
According to the online advertising and marketing firm’s research, over 40% of the respondents cited “a good offer or deal” as the most important factor in their decision to make an online purchase. One quarter was most drawn to buy because the product offering was of interest to them.
Recognition of the company or brand name mentioned in the email and an interesting subject line were also mentioned as draws that helped to close the sale. Over 21% indicated that the emails they open and buy from are about something they’re “specifically interested in.”
The online advertising and email marketing company was sent to 7,500 men and women just before the start of this year’s holiday buying season.
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